P style="MARGIN: 0px">Kotler/Keller is the gold standard in the marketing management discipline because it continues to reflect the latest changes in marketing theory and practice.Topics covered include brand equity, customer value analysis, database marketing, e-commerce, value networks, hybrid channels, supply chain management, segmentation, targeting, positioning, and integrated marketing communications.

For marketing professionals who place special emphasis to creativity and imagination in marketing management.

 

Table of Contents

 

PART 1: UNDERSTANDING MARKETING MANAGEMENT
Chapter 1: Defining Marketing for the 21st Century
Chapter 2: Developing Marketing Strategies and Plans

 

PART 2: CAPTURING MARKETING INSIGHTS
Chapter 3: Gathering Information and Scanning the Environment
Chapter 4: Conducting Marketing Research and Forecasting Demand

 

PART 3: CONNECTING WITH CUSTOMERS
Chapter 5: Creating Customer Value, Satisfaction, and Loyalty
Chapter 6: Analyzing Consumer Markets
Chapter 7: Analyzing Business Markets
Chapter 8: Identifying Market Segments and Targets

 

PART 4: BUILDING STRONG BRANDS
Chapter 9: Creating Brand Equity
Chapter 10: Crafting the Brand Positioning
Chapter 11: Dealing with Competition

 

PART 5: SHAPING THE MARKET OFFERINGS
Chapter 12: Setting Product Strategy
Chapter 13: Designing and Managing Services
Chapter 14:  Developing Pricing Strategies and Programs

 

PART 6: DELIVERING VALUE
Chapter 15:  Designing and Managing Integrated Marketing Channels
Chapter 16:  Managing Retailing, Wholesaling, and Logistics

 

PART 7: COMMUNICATING VALUE
Chapter 17:  Designing and Managing Integrated Marketing Communications
Chapter 18:  Managing Mass Communications: Advertising, Sales Promotions, Events, and Public Relations
Chapter 19:  Managing Personal Communications: Direct and Interactive Marketing and Personal Selling

 

PART 8: CREATING SUCCESSFUL LONG-TERM GROWTH
Chapter 20:  Introducing New Market Offerings
Chapter 21:  Tapping into Global Markets
Chapter 22:  Managing a Holistic Marketing Organization