Managing Personal Communications: Direct and Interactive Marketing, Word of Mouth, and Personal Selling PART 7 CREATING SUCCESSFUL LONG-TERM GROWTH 18. Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations 17. Designing and Managing Integrated Marketing Communications 16. Managing Retailing, Wholesaling, and Logistics PART 6 COMMUNICATING VALUE 15. Designing and Managing Integrated Marketing Channels 14.
Developing Pricing Strategies and Programs PART 5 DELIVERING VALUE 13. Setting Product Strategy and Marketing Through the Life Cycle 11. Crafting the Brand Positioning and Competing Effectively PART 4 SHAPING THE MARKET OFFERINGS 10. Identifying Market Segments and Targets PART 3 BUILDING STRONG BRANDS 8. Creating Long-term Loyalty Relationships 5. Collecting Information and Forecasting Demand PART 2 CONNECTING WITH CUSTOMERS 4. Developing Marketing Strategies and Plans 3. Defining Marketing for the 21st Century 2. Includes bibliographical references and index. A framework for marketing management / Philip Kotler, Kevin Lane Keller.-5th ed. Library of Congress Cataloging-in-Publication Data Kotler, Philip. For information regarding permission(s), write to: Rights and Permissions Department. This publication is protected by Copyright and permission should be obtained from the publisher prior to any prohibited reproduction, storage in a retrieval system, or transmission in any form or by any means, electronic, mechanical, photocopying, recording, or likewise. Composition: Integra Printer/Binder: Edwards Brothers Cover Printer: Lehigh-Phoenix Color/Hagerstown Text Font: 10/12 Minion Credits and acknowledgments borrowed from other sources and reproduced, with permission, in this textbook appear on the appropriate page within text. A FRAMEWORK FOR MARKETING MANAGEMENT Fifth Edition Philip Kotler Northwestern UniversityĮditorial Director: Sally Yagan Editor-in-Chief: Eric Svendsen Executive Editor: Melissa Sabella Director of Editorial Services: Ashley Santora Editorial Project Manager: Kierra Bloom Editorial Assistant: Elizabeth Scarpa Director of Marketing: Patrice Lumumba Jones Senior Marketing Manager: Anne Fahlgren Managing Editor: Judy Leale Production Project Manager: Ann Pulido Senior Operations Supervisor: Arnold Vila Manufacturing Buyer: Cathleen Petersen Creative Director: John Christiano Senior Art Director: Blair Brown Text and Cover Design: Blair Brown Full-Service Project Management: Sharon Anderson/BookMasters, Inc.
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