(eBook PDF) Marketing Management, 16th Edition – Digital Ebook – Instant Delivery Download
Product details:
- ISBN-10 : 0135887151
- ISBN-13 : 978-0135887158
- Author: Philip Kotler, Kevin Keller, Alexander Chernev
Marketing Management reflects the best and most recent marketing theory and practice. It uses a managerial orientation, analytical approach, multidisciplinary perspective, universal applications, and balanced coverage to distinguish it from similar texts out there.
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 text, students will be armed with the knowledge and tools to succeed in the new market environment around them.
Table of contents:
PART I:FUNDAMENTALS OF MARKETING MANAGEMENT
1. Defining Marketing for the New Realities
2. Marketing Planning and Management
PARTII: UNDERSTANDING THE MARKET
3. Analyzing Consumer Markets
4. Analyzing Business Markets
5. Conducting Marketing Research
PARTIII: DEVELOPING A WINNING MARKETING STRATEGY
6. Identifying Market Segments and Target Customers
7. Crafting a Customer Value Proposition and Positioning
PARTIV: DESIGNING VALUE
8. Designing and Managing Products
9. Designing and Managing Services
10. Building Strong Brands
11. Managing Pricing and Sales Promotions
PART V:COMMUNICATING VALUE
12. Managing Marketing Communications
13. Designing an Integrated Marketing Campaign in the Digital Age
14. Personal Selling and Direct Marketing
PARTVI: DELIVERING VALUE
15. Designing and Managing Distribution Channels
16. Managing Retailing
PARTVII: 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
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