Description
Book SynopsisPhilip Kotler is one of the world's leading authors in Marketing. He is the S.C.Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management, Northwestern University (Emeritus). He has also been a consultant to major US and foreign companies, including IBM, General Electric, and Michelin, and has served as a member of many advisory boards.
He has been the author and co-author of over thirty books and has published over 150 articles in leading journals, including Harvard Business Review, Management Science, and Journal of Marketing Research.
Kevin Lane Keller is the E. B. Osborn Professor of Marketing and Senior Associate Dean for Marketing and Communications at the Tuck School of Business at Dartmouth College.
His research has been published numerous times in all the major marketing journals and has received numerous awards for his research accomplishments, having published over 120 papers
Table of Contents
PART I: FUNDAMENTALS OF MARKETING MANAGEMENT
- Defining Marketing for the New Realities
- Marketing Planning and Management
PART II: UNDERSTANDING THE MARKET
- Analyzing Consumer Markets
- Analyzing Business Markets
- Conducting Marketing Research
PART III: DEVELOPING A WINNING MARKETING STRATEGY
- Identifying Market Segments and Target Customers
- Crafting a Customer Value Proposition and Positioning
PART IV: DESIGNING VALUE
- Designing and Managing Products
- Designing and Managing Services
- Building Strong Brands
- Managing Pricing and Sales Promotions
PART V: COMMUNICATING VALUE
- Managing Marketing Communications
- Designing an Integrated Marketing Campaign in the Digital Age
- Personal Selling and Direct Marketing
PART VI: DELIVERING VALUE
- Designing and Managing Distribution Channels
- Managing Retailing
PART VII: MANAGING GROWTH
- Driving Growth in Competitive Markets
- Developing New Market Offerings
- Building Customer Loyalty
- Tapping into Global Markets
- Socially Responsible Marketing
