Marketing management Upplaga 12

'Marketing Management' 12th edition, is the work of two marketing visionaries. Philip Kotler and new co-author Kevin Keller introduce new material and structure in this edition. For the MBA Marketing Management course and/or undergraduate capstone marketing strategy course. This is the #1 selling marketing management textbook worldwide because it consistently delivers on its brand promise: to be the first to reflect changes in marketing theory and practice. The new edition of this classic best-seller is by two marketing visionaries: Philip Kotler and Kevin Keller. Their focus was to preserve the strengths of previous editions while introducing new material and structure to further enhance learning. Contents Part I. Understanding Marketing Management Chapter 1 — Defining Marketing for the 21st Century Chapter 2 — Developing Marketing Strategies & Plans Part II. Capturing Marketing Insights Chapter 3 — Gathering Information & Scanning the Environment Chapter 4 — Conducting Marketing Research & Forecasting Demand Part III. Connecting with Customers Chapter 5 — Creating Customer Value, Satisfaction, & Loyalty Chapter 6 — Analyzing Consumer Markets Chapter 7 — Analyzing Business Markets Chapter 8 — Identifying Market Segments & Targets Part IV. Building Strong Brands Chapter 9 — Creating Brand Equity Chapter 10 — Crafting the Brand Positioning Chapter 11 — Dealing with Competition Part V. Shaping the Market Offerings Chapter 12 — Setting Product Strategy Chapter 13 — Designing & Managing Services Chapter 14 — Developing Pricing Strategies & Programs Part VI. Delivering Value Chapter 15 — Designing & Managing Value Networks & Channels Chapter 16 — Managing Retailing, Wholesaling & Logistics Part VII. Communicating Value Chapter 17 — Designing & Managing Integrated Marketing Communications Chapter 18 — Managing Mass Communications: Advertising, Sales Promotion, Events & Public Relations Chapter 19 — Managing Personal Communications: Direct Marketing & the Sales Force Part VIII. Creating Long-Term Growth Chapter 20 — Introducing New Market Offerings Chapter 21 — Tapping into Global Markets Chapter 22 — Managing a Holistic Marketing Organization