Marketing Management - 15e / Global Edition

715+ sayfa. 23x28 cm
MyMarketingLab Kotler Marketing Management 15e

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. Manag

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