Marketing Management

by Kotler, Philip; Keller, Kevin

• ISBN13: 9780131457577
• ISBN10: 0131457578
• Edition: 12th
• Format: Hardcover
• Copyright: 2009-01-01
• Publisher: Prentice Hall

Summary

This worldwide best-selling book highlights the most recent trends and developments in global marketing-with an emphasis on the importance of teamwork between marketing and all the other functions of the business. It introduces new perspectives in successful strategic market planning, and presents additional company examples of creative, market-focused, and customer-driven action. Coverage includes a focus on customer relationship management, partner relationship management, the Internet and its effects and uses, brand building and brand asset management, alternative go-to-market channels, and marketing around the globe. Chapter topics discuss building customer satisfaction, market-oriented strategic planning, analyzing consumer markets and buyer behavior, dealing with the competition, designing pricing strategies and programs, and managing the sales force For marketing managers who want to increase their understanding of the major issues of strategic, tactical, and administrative marketing-along with the opportunities and needs of the marketplace in the years ahead.

Author Biography

Kevin Lane Keller is the E. B. Osborn Professor of Marketing at the Tuck School of Business at Dartmouth College.

Table of Contents

Marketing in the Twenty-First Century

Adapting Marketing to the New Economy (NEW)

Building Customer Satisfaction, Value, and Retention

Winning Markets: Market-Oriented Strategic Planning

Gathering Information and Measuring Market Demand

Scanning the Marketing Environment

Analyzing Consumer Markets and Buyer Behaviour

Analyzing Business Markets and Buyer Behaviour

Dealing with the Competition

Identifying Market Segments and Selecting Target Markets

Positioning and Differentiating the Market Offering Through the Product Life Cycle

Developing New Market Offerings

Designing Global Market Offerings

Setting the Product and Branding Strategy

Designing and Managing Services

Developing Pricing Strategies and Programs

Designing and Managing Value Networks and Marketing Channels

Managing Retailing, Wholesaling, and Market Logistics

Managing Integrated Marketing Communications

Managing Advertising, Sales Promotion, Public Relations, and Direct Marketing

Managing the Sales Force

Managing the Total Marketing Effort

Table of Contents provided by Publisher. All Rights Reserved.