Marketing management /
Philip Kotler, Kevin Lane Keller
- Decimoquinta edición
- Boston : Pearson Education, 2016
- xxiii, 692 páginas, 136 páginas numeradas de forma diversa : ilustraciones en color ; 22 x 29 cm
UNDERSTANDING MARKETING MANAGEMENT 1. Defining merketing for the new realities 2. Developing marketing strategies and plans CAPTURING MARKETING INSIGHTS 3. Collecting information and forescating demand 4. Conducting marketing research CONNECTING WITH CUSTOMERS 5. Creating long-term loyalty relationships 6. Analyzing consumer markets 7. Analyzing business markets 8. Tapping into global markets BUILDING STRONG BRANDS 9. Identifying market segments and targets 10. Crafting the brand positioning 11. Creating brand equity 12. addressing competition and driving growth CREATING VALUE 13. Setting product strategy 14. Designing and managing services 15. Introducing new market offerings 16. Developing pricing strategies and programs DELIVERING VALUE 17. Designing and managing integrated marketing channels 18. Managing retailing, wholesaling, and logistics COMMUNICATING VALUE 19. Designing and managing integrated marketing communications 20. Managing mass communications: advertising, sales promotions, events and experiences, and public relations 21. Managing digital communications: online, social media, and mobile 22. Managing personal communications: direct and database marketing and personal selling CONDUCTING MARKETING RESPONSIBLY FOR LONG TERM SUCESS 23. Managing a holistic marketing organization for the long run