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Marketing Management 15th GLOBAL Edition c2016 Kotler & Keller

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Books : Educational : English
        

Marketing Management, 15th Global Edition (c2016),
textbook by Philip Kotler & Kevin Lane Keller.

TEXTBOOK INFO:
Global edition:
http://catalogue.pearsoned.co.uk/educator/product/Marketing-Management-Global-Edition/9781292092621.page
National
(US) edition: http://www.pearsonhighered.com/educator/product/Marketing-Management-15E/9780133856460.page
Both
editions have the same table of contents and page count but it couldn't be ascertained if contents are actually the same
(especially the examples used to illustrate the concepts).

BRIEF 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 - Creating
Value
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 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
Part 8 - Conducting Marketing Responsibly for Long-Term Success
23 Managing a
Holistic Marketing Organization for the Long Run
Appendix: Sonic Marketing Plan and Exercises
Endnotes
Glossary
Name Index
Company, Brand, and Organization Index
Subject Index

FILE INFO:
paginated, bookmarked, true PDF.

Also by Kotler:
Principles of Marketing, 15th Global Edition
(c2014)
filename: Kotler Principles of Marketing 15th Global Edition c2014 txtbk.7z (zipped file)
info_hash: E0B48B7A0FE2FC21201A956E44EE728D1C68B18D
.torrent file


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