May 31, 2022

Kotler - Keller - Chernev - Marketing Management, 16th Edition - Book Information

 Marketing Management, 16th Edition

Philip Kotler, Northwestern University


Kevin Lane Keller, Dartmouth College


Alexander Chernev, Northwestern University


©2022 

|

Pearson


Table of Contents

PART I: FUNDAMENTALS OF MARKETING MANAGEMENT

1. Defining Marketing for the New Realities

2. Marketing Planning and Management


PART II: UNDERSTANDING THE MARKET

3. Analyzing Consumer Markets

4. Analyzing Business Markets

5. Conducting Marketing Research


PART III: DEVELOPING A WINNING MARKETING STRATEGY

6. Identifying Market Segments and Target Customers

7. Crafting a Customer Value Proposition and Positioning


PART IV: DESIGNING VALUE

8. Designing and Managing Products

9. Designing and Managing Services

10. Building Strong Brands

11. Managing Pricing and Sales Promotions


PART V: COMMUNICATING VALUE

12. Managing Marketing Communications

13. Designing an Integrated Marketing Campaign in the Digital Age

14. Personal Selling and Direct Marketing


PART VI: DELIVERING VALUE

15. Designing and Managing Distribution Channels

16. Managing Retailing


PART VII: MANAGING GROWTH

17. Driving Growth in Competitive Markets

18. Developing New Market Offerings

19. Building Customer Loyalty

20. Tapping into Global Markets

21. Socially Responsible Marketing


https://www.pearson.com/us/higher-education/program/Kotler-Revel-for-Marketing-Management-Access-Card-16th-Edition/PGM100003054015.html?tab=contents

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