Marketing management /
Philip Kotler, Kevin Lane Keller, Alexander Chernev
- Sixteenth edition
- Harlow England: Peardon, c2022
- 605 pages ; color illustrations: 27 cm
Part 1. Fundamentals of marketing management -- Chapter 1. Defining marketing for the new realities -- Chapter 2. Marketing planning and management -- Part 2. Understanding the Market -- Chapter 3. Analyzing consumer markets -- Chapter 4. Analyzing Business Markets -- Chapter 5. Conducting Marketing Research -- Part 3. Developing a viable market strategy -- Chapter 6. Identifying market segments and target customers -- Chapter 7. Crafting a customer value proposition and positioning -- Part 4. Designing value -- Chapter 8. Designing and managing products -- Chapter 9. Designing and managing services -- Chapter 10. Building strong brands -- Chapter 11. Managing pricing and sales promotion -- Part 5. Communicating Value -- Chapter 12. Managing marketing communications -- Chapter 13. Designing an integrated marketing campaign in the digital age -- Chapter 14. Personal selling and direct marketing -- Part 6. Delivering value -- Chapter 15. Designing and managing distribution channels -- Chapter 16. Managing retailing -- Part 7. Managing growth -- Chapter 17. Driving growth in competitive markets -- Chapter 18. Developing new market offerings -- Chapter 19. Building customer loyalty -- Chapter 20. Tapping into global markets -- Chapter 21. Socially responsible marketing.