Marketing Management, 14/E
Philip Kotler, Kevin Keller
Table of Contents
Part 1: Understanding Marketing Management
Chapter 1. Defining Marketing for
the 21st Century
Chapter 2. Developing Marketing
Strategies and Plans
Chapter 3. Gathering Information and
Scanning the Environment
Chapter 4. Conducting Marketing
Research and Forecasting on Demand
Part 3: Connecting with Customers
Chapter 5. Creating Long-term
Loyalty Relationships
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
Position
Chapter 11. Competitive Dynamics
Part 5: Shaping the Market
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
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 Experiences, and
Public Relations
Chapter 19. Managing Personal
Communications: Direct and Interactive Marketing, Word of Mouth, and Personal
Selling
Part 8: Creating Successful
Long-Term Growth
Chapter 20. Introducing New
Marketing Offerings
Chapter 21. Tapping into Global
Markets
Chapter 22. Managing a Holistic
Marketing Organization
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