Framework for Marketing Management, Global Edition

PDF
- eBook:Framework for Marketing Management, Global Edition
- Author:Philip Kotler
- Edition:6 edition
- Categories:
- Data:January 1, 2015
- ISBN:1292093145
- ISBN-13:9781292093147
- Language:English
- Pages:345 Pages
- Format:PDF
Content
1. Scope of Marketing for New Realities
2. Marketing Strategies and Plans
3. Marketing Research and Analysis
Part 2 - Connecting with Customers
4. Building Long-Term Customer Relationships
5. Buying Dynamics of Consumers and Businesses
Part 3 - Strategic Brand Management
6. Target Marketing
7. Competitive and Effective Brand Positioning
8. Branding and Core Business Growth
Part 4 - Value Creation
9. Product Mix and New Offerings
10. Analyzing and Marketing Services
11. Concepts and Tools for Strategic Pricing
Part 5 - Value Delivery
12. Developing and Managing Strategic and Integrated Marketing Channels
13. Managing Retailing, Wholesaling, and Logistics
Part 6 - Value Communication
14. Designing and Managing Integrated Marketing Communications
15. Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations
16. Managing Digital Communications: Online, Social Media, and Mobile
17. Managing Personal Communications: Direct and Database Marketing and Personal Selling
Part 7 - Managing the Marketing Organization for Long-Term Success
18. Responsible Marketing in a Global Environment
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