Marketing management /
Philip Kotler, Kevin Lane Keller and Alexander Chernev.
- Sixteenth edition. Global edition.
- 605 pages : color illustrations ; 29 cm
Includes bibliographical references and index.,
Defining marketing for the new realities -- Marketing planning and management -- Analyzing consumer markets -- Analyzing business mergers -- Conducting marketing research -- Identifying market segments and target customers -- Crafting a customer value proposition and positioning -- Designing and managing products -- Designing and managing services -- Building strong brands -- Managing pricing and sales promotions -- Managing marketing communications -- Designing an integrated marketing campaign in the digital age -- Personal setting and direct marketing -- Designing and managing distribution channels -- Managing retailing -- Driving growth in competitive markets -- Developing new market offerings -- Building customer loyalty -- Tapping into global markets -- Socially responsible marketing.