Marketing for Managers (Custom Edition eBook)

By Philip Kotler, Kevin Lane Keller

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This custom edition is published for the University of Adelaide.

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Product details
Published date
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Pearson Custom Books
Table of contents
  • Chapters from Marketing Management 15th ed
    • Chapter 1: Defining Marketing for the New Realities
    • Chapter 2: Developing Marketing Strategies and Plans
    • Chapter 5: Creating Long-term Loyalty Relationships
    • Chapter 18: Managing Retailing, Wholesaling, and Logistics

  • Chapters from A Framework for Marketing Management 6th ed
    • Chapter 3: Capturing Marketing Insights and Forecasting Demand
    • Chapter 5: Analyzing Consumer and Business Markets
    • Chapter 6: Identifying Market Segments and Targets
    • Chapter 7: Crafting the Brand Positioning
    • Chapter 8: Creating Brand Equity and Driving Growth
    • Chapter 9: Setting Product Strategy and Introducing New Offerings
    • Chapter 11: Developing Pricing Strategies and Programs
    • Chapter 12: Designing and Managing Integrated Marketing Channels