Marketing Management

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. PART 1: UNDERSTANDING MARKETING MANAGEMENT Chapter 1: Defining Marketing for the 21st Century Chapter 2: Developing Marketing Strategies and PlansPART 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 MarketsChapter 7: Analyzing Business Markets Chapter 8: Identifying Market Segments and Targets PART 4: BUILDING STRONG BRANDS Chapter 9: Creating Brand EquityChapter 10: Crafting the Brand Positioning Chapter 11: Dealing with CompetitionPART 5: SHAPING THE MARKET OFFERINGS Chapter 12: Setting Product StrategyChapter 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 LogisticsPART 7: COMMUNICATING VALUE Chapter 17: Designing and Managing Integrated Marketing CommunicationsChapter 18: Managing Mass Communications: Advertising, Sales Promotions, Events, and Public RelationsChapter 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.