Table of Contents: Marketing Management

Bibliographic Details
Main Author:	Kotler, Philip
Other Authors:	Keller, Kevin Lane., Koshy, Abraham., Jha, Mithileshwar.
Format:	Book
Language:	English
Published:	New Delhi Dorling Kindersley (India) Pvt. Ltd. 2009
Edition:	13 th ed.
Subjects:	MANAGEMENT MARKETING MANAGEMENT

Table of Contents:

Part 1 -Understanding Marketing Management. Definition - developing Marketing strategies plans Part 2 - Capturing Marketing Insights Gathering Information and Scanning the Marketing Environment, Forecasting Demand, and Conducting Marketing Research Part 3 -Connecting with Customers Creating Customer Value - Analyzing Consumer Markets - Analyzing Business Markets- Identifying Market Segments and Targets Part 4- Building Strong Brands Dealing with Competition - Crafting the Brand Position - Creating Brand Equity Designing Value. Part 5- Shaping the Market Offerings Setting Product Strategy - Designing and Managing Services - Developing Pricing Strategies and Programs Part 6- Delivering Value. Designing and Managing Integrated Marketing Channels - Managing Retailing, Wholesaling, and Logistics. Part 7- Communicating Value. Designing and Managing Integrated Marketing Communications - Managing Mass Communication - Managing Personal Communications Direct and Indirect Marketing, Word of Mouth, and Personal Selling. Part 8-Creating Successful Long Term Growth Introducing New Market Offerings - Tapping into Global Markets - Managing a Holistic Marketing Organization for the Long Run.