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The world of marketing is changing everyday–and in order for students to have a competitive edge, they need a textbook that reflects the best of today’s marketing theory and practices. Marketing Management is the gold standard marketing text because its content and organization consistently reflect the latest changes in today’s marketing theory and practice.
作者簡介
Philip Kotler
現職：Northwestern University
Kevin Lane Keller
現職：Amos Tuck School of Business, Dartmouth College
Swee Hoon Ang
現職：National University of Singapore
Chin Tiong Tan
現職：Singapore Management University
Siew Meng Leong
現職：National University of Singapore Business School
PART I: UNDERATANDING 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 Customer Value, satisfaction, and Loyalty
Ch 6 Analyzing Consumer Markets
Ch 7 Analyzing Business Markets
Ch 8 Identifying Market Segments and Targets
PART IV: BUILDING STRONG BRANDS
Ch 9 Creating Brand Equity
Ch10 Crafting the Brand Positioning
Ch11 Competitive Dynamics
PART V: SHAPPING THE MARKET OFFERINGS
Ch12 Setting Product Strategy
Ch13 Designing and Managing Services
Ch14 Developing Pricing Strategies and Programs
PART VI: DELIVERING VALUE
Ch15 Designing and Managing Marketing Channels and Value Networks
Ch16 Managing Retailing, Wholesaling, and Logistics
PART VII: COMMUNICATING VALUE
Ch17 Designing and Managing Integrated Marketing Communications
Ch18 Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations
Ch19 Managing Digital Communications: Online, Social Media and Mobile
Ch20 Managing Personal Communications: Direct Marketing, Word of Mouth, and Personal Selling
PART VIII: CREATING SUCCESSFUL LONG-TERM GROWTH
Ch21 Introducing New Market Offerings
Ch22 Tapping into Global Markets
Ch23 Managing a Holistic Marketing Organization
