Marketing Management
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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.
Pt. 1Understanding Marketing Management1Ch. 1Defining Marketing for the Twenty-First Century1Ch. 2Adapting Marketing to the New Economy33Ch. 3Building Customer Satisfaction, Value, and Retention59Pt. 2Analyzing Marketing Opportunities89Ch. 4Winning Markets Through Market-Oriented Strategic Planning89Ch. 5Gathering Information and Measuring Market Demand122Ch. 6Scanning the Marketing Environment158Ch. 7Analyzing Consumer Markets and Buyer Behavior182Ch. 8Analyzing Business Markets and Business Buying Behavior215Ch. 9Dealing with the Competition241Ch. 10Identifying Market Segments and Selecting Target Markets278Pt. 3Developing Market Strategies307Ch. 11Positioning and Differentiating the Market Offering Through the Product Life Cycle307Ch. 12Developing New Market Offerings348Ch. 13Designing Global Market Offerings383Pt. 4Shaping the Market Offering406Ch. 14Setting the Product and Branding Strategy406Ch. 15Designing and Managing Services443Ch. 16Developing Price Strategies and Programs470Pt. 5Managing and Delivering Marketing Programs503Ch. 17Designing and Managing Value Networks and Marketing Channels503Ch. 18Managing Retailing, Wholesaling, and Market Logistics534Ch. 19Managing Integrated Marketing Communications563Ch. 20Managing Advertising, Sales Promotion, Public Relations, and Direct Marketing589Ch. 21Managing the Sales Force637Ch. 22Managing the Total Marketing Effort665
