KOTLER, PHILIP creator text NEW DELHI PEARSON 2016 monographic 121 MARKETING TABLE OF CONTENT PART 1 UNDERSTANDING MARKETING MANAGEMENT CHAPTER 1 DEFINING MARKETING FOR THE NEW REALITIES CHAPTER 2 DEVELOPING MARKETING STRATEGIES AND PLANS CHAPTER 3 CREATING LONG-TERM LOYALTY RELATIONSHIPS PART 2 CAPTURING MARKETING INSIGHTS CHAPTER 4 COLLECTING INFORMATION AND FORECASTING DEMAND CHAPTER 5 CONDUCTING MARKETING RESEARCH PART 3 CONNECTING WITH CUSTOMERS CHAPTER 6 ANALYZING CONSUMER MARKETS CHAPTER 7 ANALYZING BUSINESS MARKETS CHAPTER 8 TAPPING INTO GLOBAL MARKETS PART 4 BUILDING STRONG BRANDS CHAPTER 9 IDENTIFYING MARKET SEGMENTS AND TARGETS CHAPTER 10 CRAFTING THE BRAND POSITIONING CHAPTER 11 CREATING BRAND EQUITY CHAPTER 12 ADDRESSING COMPETITION AND DRIVING GROWTH PART 5 CREATING VALUE CHAPTER 13 SETTING PRODUCT STRATEGY CHAPTER 14 DESIGNING AND MANAGING SERVICES CHAPTER 15 INTRODUCING NEW MARKET OFFERINGS CHAPTER 16 DEVELOPING PRICING STRATEGIES AND PROGRAMS PART 6 COMMUNICATING VALUE CHAPTER 17 DESIGNING AND MANAGING INTEGRATED MARKETING COMMUNICATIONS CHAPTER 18 MANAGING MASS COMMUNICATIONS: ADVERTISING, SALES PROMOTIONS, EVENTS AND EXPERIENCES, AND PUBLIC RELATIONS CHAPTER 19 MANAGING DIGITAL COMMUNICATIONS: ONLINE, SOCIAL MEDIA, AND MOBILE CHAPTER 20 MANAGING PERSONAL COMMUNICATIONS: DIRECT AND DATABASE MARKETING AND PERSONAL SELLING PART 7 DELIVERING VALUE CHAPTER 21 DESIGNING AND MANAGING INTEGRATED MARKETING CHANNELS CHAPTER 22 MANAGING RETAILING, WHOLESALING, AND LOGISTICS PART 8 CONDUCTING MARKETING RESPONSIBLY FOR LONG-TERM SUCCESS CHAPTER 23 MANAGING A HOLISTIC MARKETING ORGANIZATION FOR THE LONG RUN APPENDIX: SONIC MARKETING PLAN AND EXERCISES ENDNOTES GLOSSARY SALIENT FEATURES • IN-TEXT BOXES LIKE MARKETING INSIGHTS AND MARKETING MEMO BOXES PROVIDE VIVID ILLUSTRATIONS OF CHAPTER CONCEPTS USING ACTUAL COMPANIES AND SITUATIONS • ADDRESS TODAY'S ECONOMIC, ENVIRONMENTAL, AND TECHNOLOGICAL CHANGES IN MARKETING • FOUR KEY DIMENSIONS OF HOLISTIC MARKETING—INTERNAL MARKETING, INTEGRATED MARKETING, RELATIONSHIP MARKETING, AND PERFORMANCE MARKETING—ARE WOVEN THROUGHOUT THE TEXT. 658.8,KOT 9789332557185