|
|
|
Emphasize the many aspects of marketing
(1)In-text boxes provide vivid illustrations of chapter concepts using actual companies and situations. The boxes cover a variety of products, services, and markets, and many have accompanying illustrations in the form of ads or product shots.
(2)Each end-of-chapter section now includes two expanded Marketing Excellence mini-cases highlighting innovative, insightful marketing accomplishments by leading organizations. Each case includes questions that promote classroom discussion and student analysis.
Spark classroom discussion
Brand-new opening vignettes for each chapter set the stage for the chapter material to follow. By covering topical brands or companies, the vignettes are great classroom discussion starters.
作者簡介
Philip Kotler
現職：Northwestern University
Kevin Lane Keller
現職：Darthmouth College
PART I: UNDERSTANDING MARKETING MANAGEMENT
Ch 1 Defining Marketing for the New Realities
Ch 2 Developing Marketing Strategies and Plans
PART II:CAPTURING MARKETING INSIGHTS
Ch 3 Collecting Information and Forecasting Demand
Ch 4 Conducting Marketing Research
PART III: CONNECTING WITH CUSTOMERS
Ch 5 Creating Long-term Loyalty Relationships
Ch 6 Analyzing Consumer Markets
Ch 7 Analyzing Business Markets
Ch 8 Tapping into Global Markets
PART IV:BUILDING STRONG BRANDS
Ch 9 Identifying Market Segments and Targets
Ch10 Crafting the Brand Positioning
Ch11 Creating Brand Equity
Ch12 Addressing Competition and Driving Growth
PART V:CREATING VALUE
Ch13 Setting Product Strategy
Ch14 Designing and Managing Services
Ch15 Introducing New Market Offerings
Ch16 Developing Pricing Strategies and Programs
PART VI:DELIVERING VALUE
Ch17 Designing and Managing Integrated Marketing Channels
Ch18 Managing Retailing, Wholesaling, and Logistics
PART VII:COMMUNICATING VALUE
Ch19 Designing and Managing Integrated Marketing Communications
Ch20 Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations
Ch21 Managing Digital Communications: Online, Social Media and Mobile
Ch22 Managing Personal Communications: Direct and Database Marketing and Personal Selling
PART VIII:CONDUCTING MARKETING RESPONSIBLY FOR LONG-TERM SUCCESS
Ch23 Managing a Holistic Marketing Organization for the Long Run
