Description

Book Synopsis


Table of Contents

  • I: Understanding Marketing Management
  • 1.Defining Marketing for the New Realities
  • 2.Developing and Implementing Marketing Strategies and Plans
  • 3.Capturing Marketing Insights and Forecasting Demand
  • II: Connecting with Customers
  • 4.Creating Long-term Loyalty Relationships
  • 5. Analyzing Consumer and Business Markets
  • III: Building Strong Brands
  • 6.Identifying Market Segments and Targets
  • 7.Crafting the Brand Positioning
  • 8.Creating Brand Equity and Driving Growth
  • IV: Shaping the Market Offerings
  • 9. Setting Product Strategy and Introducing New Offerings
  • 10. Designing and Managing Services
  • 11. Developing Pricing Strategies and Programs
  • V: Delivering Value
  • 12. Designing and Managing Integrated Marketing Channels
  • 13. Managing Retailing, Wholesaling, and Logistics
  • VI: Communicating Value
  • 14. Designing and Managing Integrated Marketing Communications
  • 15. Managing Digital Communications
  • 16. Managing Mass Communications
  • 17. Managing Personal Communications
  • VII: Managing the Marketing Organization for Long-Term Success
  • 18. Conducting Marketing Responsibly in the Global Economy

Framework for Marketing Management A Global

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    A Paperback / softback by Philip Kotler, Kevin Keller

    £58.49

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    RRP £64.99 – you save £6.50 (10%)

    Order before 4pm tomorrow for delivery by Mon 19 Oct 2026.

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      Book details

      Publisher Pearson Education Limited
      Published 11 June 2015
      ISBN-13 9781292093147
      978-1292093147
      ISBN-10 1292093145
      Also in:
      Business, Finance & Law Sales and marketing Sales and marketing management

      Description

      Book Synopsis


      Table of Contents

      • I: Understanding Marketing Management
      • 1.Defining Marketing for the New Realities
      • 2.Developing and Implementing Marketing Strategies and Plans
      • 3.Capturing Marketing Insights and Forecasting Demand
      • II: Connecting with Customers
      • 4.Creating Long-term Loyalty Relationships
      • 5. Analyzing Consumer and Business Markets
      • III: Building Strong Brands
      • 6.Identifying Market Segments and Targets
      • 7.Crafting the Brand Positioning
      • 8.Creating Brand Equity and Driving Growth
      • IV: Shaping the Market Offerings
      • 9. Setting Product Strategy and Introducing New Offerings
      • 10. Designing and Managing Services
      • 11. Developing Pricing Strategies and Programs
      • V: Delivering Value
      • 12. Designing and Managing Integrated Marketing Channels
      • 13. Managing Retailing, Wholesaling, and Logistics
      • VI: Communicating Value
      • 14. Designing and Managing Integrated Marketing Communications
      • 15. Managing Digital Communications
      • 16. Managing Mass Communications
      • 17. Managing Personal Communications
      • VII: Managing the Marketing Organization for Long-Term Success
      • 18. Conducting Marketing Responsibly in the Global Economy

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