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Marketing Management, 16th edition

  • Philip Kotler
  • , Kevin Lane Keller
  • , Alexander Chernev

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The world of marketing is changing every day and in order for you to have a competitive edge, you need a text that reflects the best and most recent marketing theory and practices. Marketing Management collectively uses a managerial orientation, an analytical approach, a multidisciplinary perspective, universal applications, and balanced coverage to distinguish it from all other marketing management texts.

Unsurpassed in its breadth, depth, and relevance, the 16th Edition features a streamlined organization of the content, updated material, and new examples that reflect the very latest market developments. After reading this landmark text, you'll be armed with the knowledge and tools to succeed in the new market environment around you.

Published by Pearson (September 30th 2021) - Copyright © 2022

ISBN-13: 9780137344161

Subject: Marketing

Category: Marketing Management & Strategy

PART 1: FUNDAMENTALS OF MARKETING MANAGEMENT

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

PART 2: UNDERSTANDING THE MARKET

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

PART 3: DEVELOPING A WINNING MARKETING STRATEGY

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

PART 4: DESIGNING VALUE

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

PART 5: COMMUNICATING VALUE

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

PART 6: DELIVERING VALUE

  1. Designing and Managing Distribution Channels
  2. Managing Retailing

PART 7: 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