{"product_id":"marketing-management-9781292248448","title":"Marketing Management","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e\u003cp\u003e\u003cstrong\u003ePhilip Kotler\u003c\/strong\u003e is one of the world's leading authorities on marketing, He is the S. C. Johnson \u0026amp; 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.\u003c\/p\u003e \u003cp\u003eBesides 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\u0026amp;T, Honeywell, Bank of America, Merck, SAS Airlines, Michelin and others in the areas of marketing strategy and planning, marketing organisation and international marketing.\u003c\/p\u003e \u003cp\u003e\u003cstrong\u003eKevin Lane Keller\u003c\/strong\u003e is the E, B. Osborn Professor of Marketing at the Tuck School of Business at Dartmouth College in New Hampshire, USA. Professo\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003ePreface  Acknowledgements  Publisher's acknowledgements  \u003cstrong\u003ePART 1 Understanding Marketing Management\u003c\/strong\u003e  \u003c\/p\u003e\u003cul\u003e\n\u003cli\u003eChapter 1 Defining marketing for the new realities\u003c\/li\u003e\n\u003cli\u003eChapter 2 Understanding marketing management within a global context\u003c\/li\u003e\n\u003cli\u003eChapter 3 Developing marketing strategies and plans\u003c\/li\u003e\n\u003cli\u003eChapter 4 Managing digital technology in marketing\u003c\/li\u003e\n\u003c\/ul\u003e  \u003cstrong\u003ePART 2 Capturing Marketing Insights\u003c\/strong\u003e  \u003cul\u003e\n\u003cli\u003eChapter 5 The changing marketing environment and information management\u003c\/li\u003e\n\u003cli\u003eChapter 6 Managing market research and forecasting\u003c\/li\u003e\n\u003cli\u003eChapter 7 Analysing consumer markets\u003c\/li\u003e\n\u003cli\u003eChapter 8 Analysing business markets\u003c\/li\u003e\n\u003cli\u003eChapter 9 Dealing with competition\u003c\/li\u003e\n\u003c\/ul\u003e  \u003cstrong\u003ePART 3 Connecting with Customers\u003c\/strong\u003e  \u003cul\u003e\n\u003cli\u003eChapter 10 Seeking and developing target marketing differentiation strategies\u003c\/li\u003e\n\u003cli\u003eChapter 11 Creating customer value, satisfaction and loyalty\u003c\/li\u003e\n\u003cli\u003eChapter 12 Creating and managing brands and brand equity\u003c\/li\u003e\n\u003cli\u003eChapter 13 Digital and global brand management strategies\u003c\/li\u003e\n\u003c\/ul\u003e  \u003cstrong\u003ePART 4 Shaping and Pricing the Market Offering\u003c\/strong\u003e  \u003cul\u003e\n\u003cli\u003eChapter 14 Designing, developing and managing market offerings\u003c\/li\u003e\n\u003cli\u003eChapter 15 Introducing new market offerings\u003c\/li\u003e\n\u003cli\u003eChapter 16 Developing and managing pricing strategies\u003c\/li\u003e\n\u003c\/ul\u003e  \u003cstrong\u003ePART 5 Communicating Value\u003c\/strong\u003e  \u003cul\u003e\n\u003cli\u003eChapter 17 Designing and managing non-personal marketing communications\u003c\/li\u003e\n\u003cli\u003eChapter 18 Managing personal communications\u003c\/li\u003e\n\u003c\/ul\u003e  \u003cstrong\u003ePART 6 Delivering Value\u003c\/strong\u003e  \u003cul\u003e\n\u003cli\u003eChapter 19 Designing and managing distribution channels and global value networks\u003c\/li\u003e\n\u003cli\u003eChapter 20 Managing process, people and physical evidence\u003c\/li\u003e\n\u003c\/ul\u003e  \u003cstrong\u003ePART 7 Managing Marketing Implementation and Control\u003c\/strong\u003e  \u003cul\u003e\n\u003cli\u003eChapter 21 Implementing marketing management\u003c\/li\u003e\n\u003cli\u003eChapter 22 Managing marketing metrics\u003c\/li\u003e\n\u003c\/ul\u003e  Glossary  Index","brand":"Pearson Education Limited","offers":[{"title":"Default Title","offer_id":48885360755031,"sku":"9781292248448","price":69.99,"currency_code":"GBP","in_stock":false}],"url":"https:\/\/bookcurl.com\/products\/marketing-management-9781292248448","provider":"Book Curl","version":"1.0","type":"link"}