Marketing Management

Table of Contents - Part 1 - Understanding Marketing Management - Chapter 1 - Defining Marketing for the 21st Century; Chapter 2 - Developing Marketing Strategies and Plans; Part 2 - Capturing Marketing Insights; Chapter 3 - Gathering Information and Scanning the Environment; Chapter 4 - Conducting Marketing Research and Forecasting Demand; Part 3 - Connecting With Customers - Chapter 5 - Creating Customer Value, Satisfaction, and Loyalty; 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 Positioning; Chapter 11 - Dealing with Competition; Part 5 - Shaping The Market Offerings; Chapter 12 - Setting Product Strategy; Chapter 13 - Designing and Managing Services; Chapter 14 - Developing Pricing Strategies and Programs; Part 6 - D elivering Value; Chapter 15 - Designing and Managing Integrated Marketing Channels; 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 Public Relations; Chapter 19 - Managing Personal Communications - Direct and Interactive Marketing and Personal Selling; Part 8 - Creating Successfull Long-Term Growth; Chapter 20 - Introducing New Market Offerings; Chapter 21 - Tapping into Global Markets; Chapter 22 - Managing a Holistic Marketing Organization.

For undergraduate and MBA marketing management and strategy courses. Kotler/Keller is the gold standard in the marketing management discipline because it continues to reflect the latest changes in marketing theory and practice.