(eBook PDF) Strategic Marketing Management, 9th Edition – Digital Ebook – Instant Delivery Download
Product details:
- ISBN-10 : 1936572508
- ISBN-13 : 978-1936572502
- Author: Alexander Chernev (Author), Philip Kotler (Foreword)
Strategic Marketing Management (9th Edition) outlines the essentials of marketing theory and offers a structured approach to identifying, understanding, and solving marketing problems. This book presents a comprehensive framework for developing sound marketing strategies that guide business decisions involving product and service design, branding, pricing, sales promotion, communication, and distribution. The concepts, principles, and frameworks advanced in this book apply to a wide range of organizations, from startups to established enterprises, from packaged-goods manufacturers to value-added service providers, from nonprofit entities to for-profit corporations.
Table contents:
Part 1. Understanding Marketing Management
1. Defining Marketing for the New Realities
2. Developing Marketing Strategies and Plans
Part 2. Capturing Marketing Insights
3. Collecting Information and Forecasting Demand
4. Conducting Marketing Research
Part 3. Connecting with Customers
5. Creating Long-term Loyalty Relationships
6. Analyzing Consumer Markets
7. Analyzing Business Markets
8. Tapping into Global Markets
Part 4. Building Strong Brands
9. Identifying Market Segments and Targets
10. Crafting the Brand Positioning
11. Creating Brand Equity
12. Meeting Competition and Driving Growth
Part 5. Shaping the Market Offerings
13. Setting Product Strategy
14. Designing and Managing Services
15. Introducing New Market Offerings
16. Developing Pricing Strategies and Programs
Part 6. Delivering Value
17. Designing and Managing Integrated Marketing Channels
18. Managing Retailing, Wholesaling, and Logistics
Part 7. Communicating Value
19. Designing and Managing Integrated Marketing Communications
20. Managing Digital Communications: Online, Social Media and Mobile Marketing
21. Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations
22. Managing Personal Communications: Direct Marketing, Word of Mouth, and Personal Selling
Part 8. Managing the Marketing Organization
23. Conducting Marketing Responsibly for Long-Term Success
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