Description
Book SynopsisPhilip Kotler is one of the world's leading authorities on marketing, He is the S. C. Johnson & Son Distinguished Professor of international Marketing at the Kellogg School of Management, Northwestern University. He received his master's degree at the University of Chicago and his Ph.D. at MIT, both in economics. He did postdoctoral work in mathematics at Harvard University and in behavioural science at the University of Chicago.
Besides authoring a large number of publications and articles in various journals, professor Kotler has been a consultant to many major US and foreign companies, including IBM, General Electric, AT&T, Honeywell, Bank of America, Merck, SAS Airlines, Michelin and others in the areas of marketing strategy and planning, marketing organisation and international marketing.
Kevin Lane Keller is the E, B. Osborn Professor of Marketing at the Tuck School of Business at Dartmouth College in New Hampshire, USA. Professo
Table of Contents
Preface Acknowledgements Publisher's acknowledgements PART 1 Understanding Marketing Management
- Chapter 1 Defining marketing for the new realities
- Chapter 2 Understanding marketing management within a global context
- Chapter 3 Developing marketing strategies and plans
- Chapter 4 Managing digital technology in marketing
PART 2 Capturing Marketing Insights
- Chapter 5 The changing marketing environment and information management
- Chapter 6 Managing market research and forecasting
- Chapter 7 Analysing consumer markets
- Chapter 8 Analysing business markets
- Chapter 9 Dealing with competition
PART 3 Connecting with Customers
- Chapter 10 Seeking and developing target marketing differentiation strategies
- Chapter 11 Creating customer value, satisfaction and loyalty
- Chapter 12 Creating and managing brands and brand equity
- Chapter 13 Digital and global brand management strategies
PART 4 Shaping and Pricing the Market Offering
- Chapter 14 Designing, developing and managing market offerings
- Chapter 15 Introducing new market offerings
- Chapter 16 Developing and managing pricing strategies
PART 5 Communicating Value
- Chapter 17 Designing and managing non-personal marketing communications
- Chapter 18 Managing personal communications
PART 6 Delivering Value
- Chapter 19 Designing and managing distribution channels and global value networks
- Chapter 20 Managing process, people and physical evidence
PART 7 Managing Marketing Implementation and Control
- Chapter 21 Implementing marketing management
- Chapter 22 Managing marketing metrics
Glossary Index
