Marketing Management

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ISBN: 9780136009986 | 0136009980
Cover: Hardcover
Copyright: 1/1/2009

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Kotler/Keller is the gold standard in the marketing management discipline because it continues to reflect the latest changes in marketing theory and practice. Topics covered include brand equity, customer value analysis, database marketing, e-commerce, value networks, hybrid channels, supply chain management, segmentation, targeting, positioning, and integrated marketing communications. For marketing professionals who place special emphasis to creativity and imagination in marketing management.

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Understanding Marketing Management
Defining Marketing for the 21st Century
Developing Marketing Strategies and Plans
Capturing Marketing Insights
Gathering Information and Scanning the Environment
Conducting Marketing Research and Forecasting Demand
Connecting With Customers
Creating Customer Value, Satisfaction, and Loyalty
Analyzing Consumer Markets
Analyzing Business Markets
Identifying Market Segments and Targets
Building Strong Brands
Creating Brand Equity
Crafting the Brand Positioning
Dealing with Competition
Shaping The Market Offerings
Setting Product Strategy
Designing and Managing Services
Developing Pricing Strategies and Programs
Delivering Value
Designing and Managing Integrated Marketing Channels
Managing Retailing, Wholesaling, and Logistics
Communicating Value
Designing and Managing Integrated Marketing Communications
Managing Mass Communications: Advertising, Sales Promotions, Events, and Public Relations
Managing Personal Communications: Direct and Interactive Marketing and Personal Selling
Creating Successful Long-Term Growth
Introducing New Market Offerings
Tapping into Global Markets
Managing a Holistic Marketing Organization
Table of Contents provided by Publisher. All Rights Reserved.

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Marketing Management

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Supplemental Materials