Marketing Management (15th Edition) Kotler & Keller 15th Global Ed. LIBROS TEC

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• https://www.librostec.com/pagina-del-producto/marketing-management-15th-edition-philip-kotler
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• Four key dimensions of holistic marketing are woven throughout the text: 
  • Internal marketing—ensuring everyone in the organisation embraces appropriate marketing principles, especially senior management.
  • Integrated marketing—ensuring that multiple means of creating, delivering, and communicating value are employed and combined in the best way.
  • Relationship marketing—having rich, multifaceted relationships with customers, channel members, and other marketing partners. Performance marketing—understanding returns to the business from marketing activities and programs, as well as addressing broader concerns and their legal, ethical, social, and environmental effects.
• NEW! In-text boxes provide vivid illustrations of chapter concepts using actual companies and situations. The boxes cover a variety of products, services, and markets, and many have accompanying illustrations in the form of ads or product shots.
• NEW! Each end-of-chapter section now includes two expanded Marketing Excellence mini-cases highlighting innovative, insightful marketing accomplishments by leading organisations. Each case includes questions that promote classroom discussion and student analysis. Address today’s economic, environmental, and technological changes in marketing: Throughout the new edition, these three areas are addressed with emphasis on marketing during economic downturns and recessions, the rise of sustainability and green marketing, and the increased development of computing power, the Internet, and mobile phones.
• Marketing Insight and Marketing Memo Boxes. Throughout this text, the Marketing Insight and Marketing Memo boxes provide in-depth conceptual and practical commentary.

Spark classroom discussion

• NEW! Brand-new opening vignettes for each chapter set the stage for the chapter material to follow. By covering topical brands or companies, the vignettes are great classroom discussion starters.
• Marketing in Action Mini-cases. The end-of-chapter sections now include two Marketing in Action mini-cases that highlight innovative, insightful marketing accomplishments from leading organisations.

Content updates

• NEW! A new chapter (21) titled Managing Digital Communications: Online, Social Media and Mobile has been added to better highlight that important topic. Significant attention is paid throughout the text to what a new section in Chapter 1 calls "the digital revolution."
• NEW! The global chapter (8, previously Chapter 21) has been moved into Part 3 on Connecting with Customers and the new products chapter (15, previously Chapter 20) has been moved into Part 5 on Creating Value. The positioning and brand chapters (10 and 11) have been switched to allow for the conventional STP sequencing. These moves permit richer coverage of the topics and better align with many instructors’ teaching strategy.
• UPDATED! The concluding chapter (23) has been retitled "Managing a Holistic Marketing Organization for the Long Run" and addresses corporate social responsibility, business ethics, and sustainability, among other topics.
• UPDATED! Chapter 12 (previously Chapter 11) has been retitled "Addressing Competition and Driving Growth" to acknowledge the importance of growth to an organisation.

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• Part 1. Understanding Marketing Management
• 1. Defining Marketing for the New Realities
• 2. Developing Marketing Strategies and Plans
• Part 2. Capturing Marketing Insights
• 3. Collecting Information and Forecasting Demand
• 4. Conducting Marketing Research
• Part 3. Connecting with Customers
• 5. Creating Long-term Loyalty Relationships
• 6. Analyzing Consumer Markets
• 7. Analyzing Business Markets
• 8. Tapping into Global Markets
• Part 4. Building Strong Brands
• 9. Identifying Market Segments and Targets
• 10. Crafting the Brand Positioning
• 11. Creating Brand Equity
• 12. Addressing Competition and Driving Growth
• Part 5. Shaping the Market Offerings
• 13. Setting Product Strategy
• 14. Designing and Managing Services
• 15. Introducing New Market Offerings
• 16. Developing Pricing Strategies and Programs
• Part 6. Delivering Value
• 17. Designing and Managing Integrated Marketing Channels
• 18. Managing Retailing, Wholesaling, and Logistics
• Part 7. Communicating Value
• 19. Designing and Managing Integrated Marketing Communications
• 20. Managing Digital Communications: Online, Social Media and Mobile Marketing
• 21. Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations
• 22. Managing Personal Communications: Direct Marketing, Word of Mouth, and Personal Selling
• Part 8. Managing the Marketing Organization
• 23. Managing a Holistic Marketing Organization for the Long Run