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Marketing Management By Philip Kotler

Marketing Management

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All the accessibility, theoretical rigour and managerial relevance of the global best-seller Marketing Management plus European structure, European examples, the work of European academics and bespoke online resources.

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Marketing Management Summary


Marketing Management by Philip Kotler

All the accessibility, theoretical rigour and managerial relevance of the global best-seller Marketing Management plus European structure, European examples, the work of European academics and bespoke online resources.

Customer Reviews - Marketing Management


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Table of Contents


PART 1 UNDERSTANDING MARKETING MANAGEMENT
Chapter 1 Introduction to Marketing

Chapter 2 Understanding Marketing Management Within a Global Context
Chapter 3 Developing Marketing Strategies and Plans
Chapter 4 Managing Digital Technology in Marketing

PART 2 CAPTURING MARKETING INSIGHTS
Chapter 5 The Changing Marketing Environment and Information Management
Chapter 6 Managing Market Research and Forecasting
Chapter 7 Analysing Consumer Markets
Chapter 8 Analysing Business Markets
Chapter 9 Dealing with Competition

PART 3 CONNECTING WITH CUSTOMERS
Chapter 10 Seeking and Developing Target Marketing Differentiation Strategies

Chapter 11 Creating Customer Value, Satisfaction and Loyalty

PART 4 BUILDING STRONG BRANDS
Chapter 12 Creating and Managing Brands and Brand Equity
Chapter 13 Digital and Global Brand Management Strategies

PART 5 SHAPING THE MARKET OFFERING
Chapter 14 Designing, Developing and Managing Market Offerings
Chapter 15 Introducing New Market Offerings
Chapter 16 Developing and Managing Pricing Strategies

PART 6 DELIVERING VALUE
Chapter 17 Designing and Managing Integrated Marketing Channels and Global Value Networks
Chapter 18 Managing Process, People and Physical Evidence at the Consumer Interface

PART 7 COMMUNICATING VALUE
Chapter 19 Designing and Managing Marketing Communications
Chapter 20 Managing Mass and Personal Communications

PART 8 MANAGING MARKETING IMPLEMENTATION AND CONTROL
Chapter 21 Implementing Marketing Management
Chapter 22 Managing Marketing Metrics

Additional information

GOR005813578
Marketing Management by Philip Kotler
Philip Kotler
Used - Very Good
Hardback
Pearson Education Limited
2012-06-28
1064
0273743619
9780273743613
N/A
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
This is a used book - there is no escaping the fact it has been read by someone else and it will show signs of wear and previous use. Overall we expect it to be in very good condition, but if you are not entirely satisfied please get in touch with us.