Marketing Management
Author:Philip Kotler, Kevin Keller
Edition:16th Edition
Modern marketing strategy is explored through consumer behavior, market segmentation, and value creation in competitive environments. It integrates branding, pricing, communication, and digital marketing with data-driven decision-making, while emphasizing customer relationships, global markets, and socially responsible business practices.
Chapters
- Chapter 1: Defining Marketing for the New Realities→
- Chapter 2: Marketing Planning and Management→
- Chapter 3: Analyzing Consumer Markets→
- Chapter 4: Analyzing Business Markets→
- Chapter 5: Conducting Marketing Research→
- Chapter 6: Identifying Market Segments and Target Customers→
- Chapter 7: Crafting a Customer Value Proposition and Positioning→
- Chapter 8: Designing and Managing Products→
- Chapter 9: Designing and Managing Services→
- Chapter 10: Building Strong Brands→
- Chapter 11: Managing Pricing and Sales Promotions→
- Chapter 12: Managing Marketing Communications→
- Chapter 13: Designing an Integrated Marketing Campaign in the Digital Age→
- Chapter 14: Personal Selling and Direct Marketing→
- Chapter 15: Designing and Managing Distribution Channels→
- Chapter 16: Managing Retailing→
- Chapter 17: Driving Growth in Competitive Markets→
- Chapter 18: Developing New Market Offerings→
- Chapter 19: Building Customer Loyalty→
- Chapter 20: Tapping into Global Markets→
- Chapter 21: Socially Responsible Marketing→