9780130336293

Marketing Management

by
  • ISBN13:

    9780130336293

  • ISBN10:

    0130336297

  • Edition: 11th
  • Format: Hardcover
  • Copyright: 1/1/2003
  • Publisher: Pearson College Div
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Summary

For MBA and undergraduate courses in Marketing Management. Professors and professionals tell us time and again that when it comes to today's complex marketing environment, no one in this field has stayed on top of the changes, been able to interpret, clarify, and put them into perspective like Philip Kotler. The Eleventh Edition of this #1 selling marketing management textbook features up-to-date coverage and hundreds of new cases, as well as an overall emphasis on these four themes: Customer Relationship Management, Technology/Internet Revolution, Brand Building, and Global Marketing.

Table of Contents

Preface xxii
PART 1. Understanding Marketing Management 1(88)
Defining Marketing for the Twenty-First Century
1(32)
Adapting Marketing to the New Economy
33(26)
Building Customer Satisfaction, Value, and Retention
59(30)
PART 2. Analyzing Marketing Opportunities 89(218)
Wining Markets Through Market-Oriented Strategic Planning
89(33)
Gathering Information and Measuring Market Demand
122(36)
Scanning the Marketing Environment
158(24)
Analyzing Consumer Markets and Buyer Behavior
182(33)
Analyzing Business Markets and Business Buying Behavior
215(26)
Dealing with the Competition
241(37)
Identifying Market Segments and Selecting Target Markets
278(29)
PART 3. Developing Market Strategies 307(99)
Positioning and Differentiating the Market Offering Through the Product Life Cycle
307(41)
Developing New Market Offerings
348(35)
Designing Global Market Offerings
383(23)
PART 4. Shaping the Market Offering 406(97)
Setting the Product and Branding Strategy
406(37)
Designing and Managing Services
443(27)
Developing Price Strategies and Programs
470(33)
PART 5. Managing and Delivering Marketing Programs 503
Designing Managing Value Networks and Marketing Channels
503(31)
Managing, Retailing Wholesaling, and Market Logistics
534(29)
Managing, Integrated Marketing Communications
563(26)
Managing Advertising, Sales Promotion, Public Relations, and Direct Marketing
589(48)
Marketing the Sales Force
637(28)
Marketing the Total Marketing Effort
665
Image Credits C1(1)
Name Index I1(1)
Company/Brand Index I7(1)
Subject Index I14

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