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Test Bank for Marketing Management, 15th Edition Philip T Kotler Kevin Lane Keller

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ISBN-10 ‏ : ‎ 9780133856460, 0133856461
Product Dimensions ‏ : ‎ 4.3 x 8.5 x 10.9 inches; 3.95 Pounds
Publication date ‏ : ‎ December 30, 2014
Publisher ‏ : ‎ Pearson; 15 edition
ISBN-13 ‏ : ‎ 978-0133856460
Author: Philip T Kotler, Kevin Lane Keller

The gold standard for today’s marketing management student.

Stay on the cutting-edge with the gold standard text that reflects the latest in marketing theory and practice.

The world of marketing is changing everyday–and in order for students to have a competitive edge, they need a textbook that reflects the best of today’s marketing theory and practices.Marketing Management is the gold standard marketing text because its content and organization consistently reflect the latest changes in today’s marketing theory and practice.

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. Meeting 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. Managing Retailing, Wholesaling, and Logistics

Part 7. Communicating Value

19. Designing and Managing Integrated Marketing Communications

20. Managing Digital Communications: Online, Social Media and Mobile Marketing

21. Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations

22. Managing Personal Communications: Direct Marketing, Word of Mouth, and Personal Selling

Part 8. Managing the Marketing Organization

23. Conducting Marketing Responsibly for Long-Term Success

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