Higher Ed. and Vocational >> Business and Economics >> Marketing >> Marketing

Marketing Management

Marketing Management

  • Philip Kotler
  • Kevin Lane Keller
  • Author: Philip Kotler
    • ISBN:9789332587403
    • 10 Digit ISBN:933258740X
    • Price:Rs. 1185.00
    • Pages:870
    • Imprint:Pearson Education
    • Binding:Paperback
    • Status:Available


    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

    Salient Features

     In-text boxes like Marketing Insights and Marketing Memo boxes provide vivid illustrations of chapter concepts using actual companies and situations
    • Address today's economic, environmental, and technological changes in marketing
    • Four key dimensions of holistic marketing—internal marketing, integrated marketing, relationship marketing, and performance marketing—are woven throughout the text.