Management Theory Review: Kotler - Keller - Chernev - Marketing Management, 16th Edition

Marketing Management, 16th Edition

Philip Kotler, Northwestern University

Kevin Lane Keller, Dartmouth College

Alexander Chernev, Northwestern University

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

Management Theory Review