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Marketing Management (Fifteenth Edition) by Kevin Lane Keller,Philip Kotler - 2015
by Kevin Lane Keller,Philip Kotler
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Marketing Management (Fifteenth Edition)
by Kevin Lane Keller,Philip Kotler
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Pearson Education, 2015. 5th or later edition. Softcover. New. 20 x 25 cm. The world of marketing is changing everyday-and in order for students to have a competitive edge, they need a textbook that reflects the best of today`s marketing theory and practices. Marketing Management, 15/e, is the gold standard marketing text because its content and organization consistently reflect the latest changes in today`s marketing theory and practice. The fifteenth edition is updated wherever appropriate to provide the most comprehensive, current, and engaging marketing management text as possible. Table of Content Part 1 Understanding Marketing Management Chapter 1 Defining Marketing for the New Realities Chapter 2 Developing Marketing Strategies and Plans Chapter 3 Creating Long-Term Loyalty Relationships Part 2 Capturing Marketing Insights Chapter 4 Collecting Information and Forecasting Demand Chapter 5 Conducting Marketing Research Part 3 Connecting with Customers Chapter 6 Analyzing Consumer Markets Chapter 7 Analyzing Business Markets Chapter 8 Tapping into Global Markets Part 4 Building Strong Brands Chapter 9 Identifying Market Segments and Targets Chapter 10 Crafting the Brand Positioning Chapter 11 Creating Brand Equity Chapter 12 Addressing Competition and Driving Growth Part 5 Creating Value Chapter 13 Setting Product Strategy Chapter 14 Designing and Managing Services Chapter 15 Introducing New Market Offerings Chapter 16 Developing Pricing Strategies and Programs Part 6 Communicating Value Chapter 17 Designing and Managing Integrated Marketing Communications Chapter 18 Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations Chapter 19 Managing Digital Communications: Online, Social Media, and Mobile Chapter 20 Managing Personal Communications: Direct and Database Marketing and Personal Selling Part 7 Delivering Value Chapter 21 Designing and Managing Integrated Marketing Channels Chapter 22 Managing Retailing, Wholesaling, and Logistics Part 8 Conducting Marketing Responsibly for Long-Term Success Chapter 23 Managing a Holistic Marketing Organization for the Long Run Appendix: Sonic Marketing Plan and Exercises Endnotes Glossary Printed Pages: 870.
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- Edition 5th or later edition
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- ISBN 10 9332557187
- ISBN 13 9789332557185
- Publisher Pearson Education
- Date Published 2015
- Keywords NA
- Size 20 x 25 cm
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Marketing Management,Fifteenth edition
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Marketing Management,Fifteenth edition
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Marketing Management,Fifteenth edition
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Marketing Management,Fifteenth edition
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