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Marketing Management, 16th edition

  • Philip Kotler, 
  • Kevin Lane Keller, 
  • Alexander Chernev

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Overview

Marketing Management uses a managerial orientation, an analytical approach, a multidisciplinary perspective, and universal applications to reflect the very latest market developments. After reading this landmark text, you'll be armed with the knowledge and tools to succeed in the new marketing environment.

Published by Pearson (September 30th 2021) - Copyright © 2022

ISBN-13: 9780137344161

Subject: Marketing

Category: Marketing Management & Strategy

Table of contents

PART 1: FUNDAMENTALS OF MARKETING MANAGEMENT
1. Defining Marketing for the New Realities
2. Marketing Planning and Management

PART 2: UNDERSTANDING THE MARKET
3. Analyzing Consumer Markets
4. Analyzing Business Markets
5. Conducting Marketing Research

PART 3: DEVELOPING A WINNING MARKETING STRATEGY
6. Identifying Market Segments and Target Customers
7. Crafting a Customer Value Proposition and Positioning

PART 4: DESIGNING VALUE
8. Designing and Managing Products
9. Designing and Managing Services
10. Building Strong Brands
11. Managing Pricing and Sales Promotions

PART 5: COMMUNICATING VALUE
12. Managing Marketing Communications
13. Designing an Integrated Marketing Campaign in the Digital Age
14. Personal Selling and Direct Marketing

PART 6: DELIVERING VALUE
15. Designing and Managing Distribution Channels
16. Managing Retailing

PART 7: MANAGING GROWTH
17. Driving Growth in Competitive Markets
18. Developing New Market Offerings
19. Building Customer Loyalty
20. Tapping into Global Markets
21. Socially Responsible Marketing

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