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  MARKETING MANAGEMENT 15/E
   
    저자 Philip Kotler / Kevin Lane Keller
    출판사 Pearson Higher Education
    출판년도 2016 / 832 pages
    ISBN 978-1-292-09262-1        판매가 수입예정
  
 
TITLE INFORMATION
For undergraduate and graduate courses in marketing management.

The gold standard for today's marketing management

Stay on the cutting-edge with the gold standard text that reflects the latest in marketing theory and practice.

The world of marketing is changing everyday--and in order for students to have a competittive advantage, they need a textbook that reflects the best of today's marketing theory and practices. Marketing Management 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 fully integrated with MyMarketingLab and is updated where appropriate to provide the most comprehensive, current, and engaging marketing management text as possible.

Table of Contents
Part 1. Understanding Marketing Management 
1. Defining Marketing for the New Realities 
2. Developing Marketing Strategies and Plans

Part 2. Capturing Marketing Insights 
3. Collecting Information and Forecasting Demand 
4. Conducting Marketing Research

Part 3. Connecting with Customers
5. Creating Long-term Loyalty Relationships 
6. Analyzing Consumer Markets 
7. Analyzing Business Markets 
8. Tapping into Global Markets

Part 4. Building Strong Brands
9. Identifying Market Segments and Targets
10. Crafting the Brand Positioning
11. Creating Brand Equity 
12. Addressing Competition and Driving Growth

Part 5. Shaping the Market Offerings
13. Setting Product Strategy 
14. Designing and Managing Services 
15. Introducing New Market Offerings 
16. Developing Pricing Strategies and Programs

Part 6. Delivering Value
17. Designing and Managing Integrated Marketing Channels 
18. Managing Retailing, Wholesaling, and Logistics

Part 7. Communicating Value
19. Designing and Managing Integrated Marketing Communications 
20. Managing Digital Communications: Online, Social Media and Mobile Marketing 
21. Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations 
22. Managing Personal Communications: Direct Marketing, Word of Mouth, and Personal Selling

Part 8. Managing the Marketing Organization
23. Managing a Holistic Marketing Organization forthe Long Run 


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