Marketing management
Kotler and Keller set the standard in the marketing management discipline and continue to provide up-to-date content and examples which reflect the latest changes in marketing theory and practice
Print Book, English, ©2012
14th ed., Global ed View all formats and editions
Pearson Education, Harlow, ©2012
1 volume (various pagings) : illustrations ; 28 cm
9780273753360, 9780273755029, 9780273753391, 9780132102926, 0273753363, 0273755021, 0273753398, 0132102927
852229974
pt. 1: Understanding marketing management. 1. Defining marketing for the 21st century
2. Developing marketing strategies and plans
pt. 2: Capturing marketing insights. 3. Collecting information and and forecasting demand
4. Conducting marketing research
pt. 3: Connecting with customers. 5. Creating long-term loyalty relationships
6. Analyzing consumer markets
7. Analyzing business markets
8. Identifying market segments and targets
pt. 4: Building strong brands. 9. Creating brand equity
10. Crafting the brand positioning
11. Competitive dynamics
pt. 5: Shaping the market offerings. 12. Setting product strategy
13. Designing and managing services
14. Developing pricing strategies and programs
pt. 6: Delivering value. 15. Designing and managing integrated marketing channels
16. Managing retailing, wholesaling and logistics
pt. 7: Communicating value. 17. Designing and managing integrated marketing communications
18. Managing mass communications: advertising, sales promotions, events and experiences, and public relations
19. Managing personal communications: direct and interactive marketing, word of mouth and personal selling
pt. 8: Creating successful long-term growth. 20. Introducing new market offerings
21. Tapping into global market
22. Managing a holistic marketing organization for the long run
Previous edition: 2009