Framework for Marketing Management by Kevin Keller and Philip Kotler (2015, Trade Paperback)

Pearson Education

0133871312

9780133871319

208638844

Kevin Keller, Philip Kotler

Framework for Marketing Management

Trade Paperback

English

Marketing / General

2015

Textbook

Business & Economics

360 Pages

9.1 in

0.4 in

7.5 in

20 Oz

6

2014-044334

College Audience

Hf5415.13.K636 2016

Brief Contents I: Understanding Marketing Management Defining Marketing for the New Realities Developing and Implementing Marketing Strategies and Plans Capturing Marketing Insights and Forecasting Demand II: Connecting with Customers Creating Long-term Loyalty Relationships Analyzing Consumer and Business Markets III: Building Strong Brands Identifying Market Segments and Targets Crafting the Brand Positioning Creating Brand Equity and Driving Growth IV: Shaping the Market Offerings Setting Product Strategy and Introducing New Offerings Designing and Managing Services Developing Pricing Strategies and Programs V: Delivering Value Designing and Managing Integrated Marketing Channels Managing Retailing, Wholesaling, and Logistics VI: Communicating Value Designing and Managing Integrated Marketing Communications Managing Digital Communications Managing Mass Communications Managing Personal Communications VII: Managing the Marketing Organization for Long-Term Success Conducting Marketing Responsibly in the Global Economy

2016

658.8

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