Table of contents for Marketing management / Philip Kotler, Kevin Keller.

Bibliographic record and links to related information available from the Library of Congress catalog.

Note: Contents data are machine generated based on pre-publication provided by the publisher. Contents may have variations from the printed book or be incomplete or contain other coding.


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Chapter 1. Defining Marketing for the 21st Century
Chapter 2. Developing Marketing Strategies & Plans 
Chapter 3 Gathering Information & Scanning the Environment
Chapter 4 Conducting Marketing Research & Forecasting Demand 
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
Chapter 9. Creating Brand Equity
Chapter 10. Crafting the Brand Positioning
Chapter 11. Dealing with Competition
Chapter 12. Setting Product Strategy
Chapter 13. Designing & Managing Services
Chapter 14. Developing Pricing Strategies and Programs
Chapter 13. Designing & Managing Marketing Channels & Value Networks
Chapter 16. Managing Retailing, Wholesaling & Logistics 
>Chapter 17. Designing and Managing Integrated Marketing Communications
Chapter 18. Managing Mass Communications: Advertising, Sales Promotions, Events, 
& Public Relations
Chapter 19. Managing Personal Communications: Direct Marketing & Personal Selling
Chapter 20 Introducing New Market Offerings
Chapter 21 Tapping into Global Markets 
Chapter 22. Managing a Holistic Marketing Organization

Library of Congress Subject Headings for this publication:

Marketing -- Management.