Marketing Management 15 Global Edition PHILIP KOTLER …

Marketing Management 15. Global Edition PHILIP KOTLER . Northwestern University KEVIN LANE KELLER. Dartmouth College PEARSON. Boston Columbus Indianapolis New York San Francisco Amsterdam Cape Town Dubai London Madrid Milan Munich Paris Montreal Toronto Delhi Mexico City S o Paulo Sydney Hong Kong Seoul Singapore Taipei Tokyo Contents Preface 17 The Selling Concept 43. The Marketing Concept 43. PART 1 Understanding Marketing The Holistic Marketing Concept 43. Management 24 Updating the Four Ps 47. Marketing INSIGHT Understanding the Chapter 1 Defining Marketing for the New 4 As of Marketing 48. Realities 25 Marketing Management Tasks 49. Developing Marketing Strategies and The Value of Marketing 25. Plans 49. Marketing Decision Making 25. Capturing Marketing Insights 50. Winning Marketing 26. Connecting with Customers 50. The Scope of Marketing 27 Building Strang Brands 50.

Brand Mantras 307 Establishing a Brand Positioning 309 MARKETING MEMO Constructing a Brand Positioning Bull's-eye 309 Alternative Approaches to Positioning 313 Brand Narratives and Storytelling 313 Cultural Branding 314 Positioning and Branding for A Small Business 314 Summary 317 Applications 317 MARKETING EXCELLENCE Nespresso 318

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