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.

Chapter 1: Defining Marketing for the 21st Century

Chapter 2: Developing Marketing Strategies and Plans

PART 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 Markets

Chapter 7: Analyzing Business Markets

Chapter 8: Identifying Market Segments and Targets

PART 4: BUILDING STRONG BRANDS

Chapter 9: Creating Brand Equity

Chapter 10: Crafting the Brand Positioning

Chapter 11: Dealing with Competition

PART 5: SHAPING THE MARKET OFFERINGS

Chapter 12: Setting Product Strategy

Chapter 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 Logistics

PART 7: COMMUNICATING VALUE

Chapter 17:  Designing and Managing Integrated Marketing Communications

Chapter 18:  Managing Mass Communications: Advertising, Sales Promotions,

    Events, and Public Relations

Chapter 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