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ISBN 10: 0131457578
ISBN 13: 9780131457577
Author: Philip Kotler, Kevin Lane Keller
This is the 12th edition of 'Marketing Management' which preserves the strengths of previous editions while introducing new material and structure to further enhance learning
Defining Marketing for the 21st Century
Developing Marketing Strategies and Plans
Gathering Information and Scanning the Environment
Conducting Marketing Research and Forecasting Demand
Creating Customer Value, Satisfaction, and Loyalty
Analyzing Consumer Markets
Identifying Market Segments and Targets
Creating Brand Equity
Crafting the Brand Positioning
Dealing with Competition
Setting Product Strategy
Designing and Managing Services
Developing Pricing Strategies and Programs
Designing and Managing Marketing Channels and Value Networks
Managing Retailing, Wholesaling, and Logistics
Designing and Managing Integrated Marketing Communications
Managing Mass Communications: Advertising, Sales Promotions, Events, and Public Relations
Managing Personal Communications: Direct Marketing and Personal Selling
Introducing New Market Offerings
Tapping into Global Markets
Managing a Holistic Marketing Organization
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Tags: Philip Kotler, Kevin Lane Keller, Marketing, Management
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