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Marketing Management, Global Edition, 16th edition

Published by Pearson (July 29, 2024) © 2024

  • Philip Kotler Northwestern University
  • Kevin Lane Keller
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PART I: FUNDAMENTALS OF MARKETING MANAGEMENT

  1. Defining Marketing for the New Realities
  2. Marketing Planning and Management

PART II: UNDERSTANDING THE MARKET

  1. Analyzing Consumer Markets
  2. Analyzing Business Markets
  3. Conducting Marketing Research

PART III: DEVELOPING A WINNING MARKETING STRATEGY

  1. Identifying Market Segments and Target Customers
  2. Crafting a Customer Value Proposition and Positioning

PART IV: DESIGNING VALUE

  1. Designing and Managing Products
  2. Designing and Managing Services
  3. Building Strong Brands
  4. Managing Pricing and Sales Promotions

PART V: COMMUNICATING VALUE

  1. Managing Marketing Communications
  2. Designing an Integrated Marketing Campaign in the Digital Age
  3. Personal Selling and Direct Marketing

PART VI: DELIVERING VALUE

  1. Designing and Managing Distribution Channels
  2. Managing Retailing

PART VII: MANAGING GROWTH

  1. Driving Growth in Competitive Markets
  2. Developing New Market Offerings
  3. Building Customer Loyalty
  4. Tapping into Global Markets
  5. Socially Responsible Marketing

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