A framework for marketing management

A framework for marketing management

by Kotler, Philip

Type Book
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The Internet is changing the way consumers buy, and the way companies buy from each other. This text represents a guide to these news ways of buying and selling, showing how marketers can make the most of the new technology.

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Title Statements

  • Full title :A framework for marketing management / Philip Kotler & Kevin Lane Keller.

Summary

The Internet is changing the way consumers buy, and the way companies buy from each other. This text represents a guide to these news ways of buying and selling, showing how marketers can make the most of the new technology.

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Edition Statements

  • Publication Date:2016
  • Edition:Sixth edition, Global edition

Publication Statements

  • Publisher(s):Pearson
  • Place of Publication:Harlow, Essex
  • Language:eng
  • Publication Date:2016

Notes

Previous edition: 2011.

The Physical Object

  • Description:344 pages : : illustrations ; : 24 cm

Edition Identifiers

  • ISBN:9781292093147, 1292093145
  • oclc:ocn913794102
  • LC Classification:HF5415.13
  • Dewey Decimal:658.8

Table of Contents

Pt. 1. Introduction to marketing management -- 1. Scope of marketing for new realities -- 2. Marketing strategies and plans -- 3. Marketing research and analysis -- pt. 2. Connecting with customers -- 4. Building long-term customer relationships -- 5. Buying dynamics of consumers and business -- pt. 3. Strategic brand management -- 6. Target marketing -- 7. Competitive and effective brand positioning -- 8. Branding and core business growth -- pt. 4. Value creation -- 9. Product mix and new offerings -- 10. Analyzing and marketing services -- 11. Concepts and tools for strategic pricing -- pt. 5. Delivering value -- 12. Designing and managing strategic and integrated marketing channels -- 13. Managing retailing, wholesaling, and logistics -- pt. 6. Value communicating -- 14. Designing and managing integrated marketing communications -- 15. Managing mass communications: advertising, sales promotions, events and experiences, and public relations -- 16. Managing digital communications: online, social media, and mobile -- 17. Managing personal communications: direct and database marketing and personal selling -- pt. 7. Managing the marketing organization for long-term success -- 18. Re…

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Subjects

Business and Management Case studies Marketing -- Case studies. -- Management Marketing -- Études de cas. -- Gestion Marketing -- Gestion Marketing -- Management

Writers

Kotler, Philip Keller, Kevin Lane

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