Marketing Management / Edition 14

Marketing Management / Edition 14

3.2 9
by Philip Kotler, Kevin Keller
     
 

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… See more details below

Overview

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.

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Product Details

ISBN-13:
9780132102926
Publisher:
Prentice Hall
Publication date:
02/22/2011
Pages:
816
Sales rank:
111,430
Product dimensions:
8.80(w) x 10.90(h) x 1.30(d)

Related Subjects

Table of Contents

Pt. 1Understanding Marketing Management1
Ch. 1Defining Marketing for the Twenty-First Century1
Ch. 2Adapting Marketing to the New Economy33
Ch. 3Building Customer Satisfaction, Value, and Retention59
Pt. 2Analyzing Marketing Opportunities89
Ch. 4Winning Markets Through Market-Oriented Strategic Planning89
Ch. 5Gathering Information and Measuring Market Demand122
Ch. 6Scanning the Marketing Environment158
Ch. 7Analyzing Consumer Markets and Buyer Behavior182
Ch. 8Analyzing Business Markets and Business Buying Behavior215
Ch. 9Dealing with the Competition241
Ch. 10Identifying Market Segments and Selecting Target Markets278
Pt. 3Developing Market Strategies307
Ch. 11Positioning and Differentiating the Market Offering Through the Product Life Cycle307
Ch. 12Developing New Market Offerings348
Ch. 13Designing Global Market Offerings383
Pt. 4Shaping the Market Offering406
Ch. 14Setting the Product and Branding Strategy406
Ch. 15Designing and Managing Services443
Ch. 16Developing Price Strategies and Programs470
Pt. 5Managing and Delivering Marketing Programs503
Ch. 17Designing and Managing Value Networks and Marketing Channels503
Ch. 18Managing Retailing, Wholesaling, and Market Logistics534
Ch. 19Managing Integrated Marketing Communications563
Ch. 20Managing Advertising, Sales Promotion, Public Relations, and Direct Marketing589
Ch. 21Managing the Sales Force637
Ch. 22Managing the Total Marketing Effort665

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