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Marketing Management 15th Edition by Kotler
Click for related books: Philip Kotler, Kevin Lane Keller

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Description

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
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.

More Details About Marketing Management 15th Edition by Kotler
General Information
Author(s)Philip Kotler, Kevin Lane Keller
PublisherPearson India
Edition15th Edition
ISBN9789332557185
Pages870
BindingPaperback
LanguageEnglish
Publish YearAugust 2016
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