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Marketing Management » (13rd Edition)
Authors: Philip Kotler, Kevin Keller
ISBN-13: 9780136009986, ISBN-10: 0136009980
Format: Hardcover
Publisher: Prentice Hall
Date Published: March 2008
Edition: 13rd Edition
Author Biography: Philip Kotler
Book Synopsis
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.
Table of Contents
| Pt. 1 | Understanding Marketing Management | 1 |
| Ch. 1 | Defining Marketing for the Twenty-First Century | 1 |
| Ch. 2 | Adapting Marketing to the New Economy | 33 |
| Ch. 3 | Building Customer Satisfaction, Value, and Retention | 59 |
| Pt. 2 | Analyzing Marketing Opportunities | 89 |
| Ch. 4 | Winning Markets Through Market-Oriented Strategic Planning | 89 |
| Ch. 5 | Gathering Information and Measuring Market Demand | 122 |
| Ch. 6 | Scanning the Marketing Environment | 158 |
| Ch. 7 | Analyzing Consumer Markets and Buyer Behavior | 182 |
| Ch. 8 | Analyzing Business Markets and Business Buying Behavior | 215 |
| Ch. 9 | Dealing with the Competition | 241 |
| Ch. 10 | Identifying Market Segments and Selecting Target Markets | 278 |
| Pt. 3 | Developing Market Strategies | 307 |
| Ch. 11 | Positioning and Differentiating the Market Offering Through the Product Life Cycle | 307 |
| Ch. 12 | Developing New Market Offerings | 348 |
| Ch. 13 | Designing Global Market Offerings | 383 |
| Pt. 4 | Shaping the Market Offering | 406 |
| Ch. 14 | Setting the Product and Branding Strategy | 406 |
| Ch. 15 | Designing and Managing Services | 443 |
| Ch. 16 | Developing Price Strategies and Programs | 470 |
| Pt. 5 | Managing and Delivering Marketing Programs | 503 |
| Ch. 17 | Designing and Managing Value Networks and Marketing Channels | 503 |
| Ch. 18 | Managing Retailing, Wholesaling, and Market Logistics | 534 |
| Ch. 19 | Managing Integrated Marketing Communications | 563 |
| Ch. 20 | Managing Advertising, Sales Promotion, Public Relations, and Direct Marketing | 589 |
| Ch. 21 | Managing the Sales Force | 637 |
| Ch. 22 | Managing the Total Marketing Effort | 665 |
Subjects
