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For undergraduate and MBA marketing management and strategy courses.

Kotler/Keller is the gold standard in the marketing management discipline because it continues to reflect the latest changes in marketing theory and practice.

Preface

PART 1: UNDERSTANDING MARKETING MANAGEMENT

　Chapter 1: Defining Marketing for the 21st Century

　Chapter 2: Developing Marketing Strategies and Plans

PART 2: CAPTURING MARKETING INSIGHTS

　Chapter 3: Gathering Information and Scanning the Environment

　Chapter 4: Conducting Marketing Research and Forecasting Demand

PART 3: CONNECTING WITH CUSTOMERS

　Chapter 5: Creating Customer Value, Satisfaction, and Loyalty

　Chapter 6: Analyzing Consumer Markets

　Chapter 7: Analyzing Business Markets

　Chapter 8: Identifying Market Segments and Targets

PART 4: BUILDING STRONG BRANDS

　Chapter 9: Creating Brand Equity

　Chapter 10: Crafting the Brand Positioning

　Chapter 11: Dealing with Competition

PART 5: SHAPING THE MARKET OFFERINGS

　Chapter 12: Setting Product Strategy

　Chapter 13: Designing and Managing Services

　Chapter 14: Developing Pricing Strategies and Programs

PART 6: DELIVERING VALUE

　Chapter 15: Designing and Managing Integrated Marketing Channels

　Chapter 16: Managing Retailing, Wholesaling, and Logistics

PART 7: COMMUNICATING VALUE

　Chapter 17: Designing and Managing Integrated Marketing Communications

　Chapter 18: Managing Mass Communications: Advertising, Sales Promotions, Events, and Public Relations

　Chapter 19: Managing Personal Communications: Direct and Interactive Marketing and Personal Selling

PART 8: CREATING SUCCESSFUL LONG-TERM GROWTH

　Chapter 20: Introducing New Market Offerings

　Chapter 21: Tapping into Global Markets

　Chapter 22: Managing a Holistic Marketing Organization

Appendix

Endnotes

Glossary

Image Credits

Name Index

Company,Brand,and Organization Index

Subject Index

Kotler/Keller is the gold standard in the marketing management discipline because it continues to reflect the latest changes in marketing theory and practice.

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书籍介绍

For undergraduate and MBA marketing management and strategy courses. Kotler/Keller is the gold standard in the marketing management discipline because it continues to reflect the latest changes in marketing theory and practice.

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