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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.
Table of Contents
|Understanding Marketing Management|
|Defining Marketing for the 21st Century|
|Developing Marketing Strategies and Plans|
|Capturing Marketing Insights|
|Gathering Information and Scanning the Environment|
|Conducting Marketing Research and Forecasting Demand|
|Connecting With Customers|
|Creating Customer Value, Satisfaction, and Loyalty|
|Analyzing Consumer Markets|
|Analyzing Business Markets|
|Identifying Market Segments and Targets|
|Building Strong Brands|
|Creating Brand Equity|
|Crafting the Brand Positioning|
|Dealing with Competition|
|Shaping The Market Offerings|
|Setting Product Strategy|
|Designing and Managing Services|
|Developing Pricing Strategies and Programs|
|Designing and Managing Integrated Marketing Channels|
|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 and Interactive Marketing and Personal Selling|
|Creating Successful Long-Term Growth|
|Introducing New Market Offerings|
|Tapping into Global Markets|
|Managing a Holistic Marketing Organization|
|Table of Contents provided by Publisher. All Rights Reserved.|