Marketing Management 16th edition Philip Kotler 1292404817 9781292404813

PART 1: FUNDAMENTALS OF MARKETING MANAGEMENT

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

PART 2: UNDERSTANDING THE MARKET

3. Analyzing Consumer Markets
4. Analyzing Business Markets
5. Conducting Marketing Research

PART 3: DEVELOPING A WINNING MARKETING STRATEGY

6. Identifying Market Segments and Target Customers
7. Crafting a Customer Value Proposition and Positioning

PART 4: DESIGNING VALUE

8. Designing and Managing Products
9. Designing and Managing Services
10. Building Strong Brands
11. Managing Pricing and Sales Promotions

PART 5: COMMUNICATING VALUE

12. Managing Marketing Communications
13. Designing an Integrated Marketing Campaign in the Digital Age
14. Personal Selling and Direct Marketing

PART 6: DELIVERING VALUE

15. Designing and Managing Distribution Channels
16. Managing Retailing

PART 7: MANAGING GROWTH

17. Driving Growth in Competitive Markets
18. Developing New Market Offerings
19. Building Customer Loyalty
20. Tapping into Global Markets
21. Socially Responsible Marketing