A Framework for Marketing Management

作者簡介

Philip Kotler
　　現職：Northwestern University

Kevin Keller
　　現職：Dartmouth College

PART I: UNDERSTANDING MARKETING MANAGEMENT
Ch 1 Defining Marketing for the 21st Century
Ch 2 Developing Marketing Strategies and Plans
Ch 3 Collecting Information and Forecasting Demand

PART II: CONNECTING WITH CUSTOMERS
Ch 4 Creating Long-term Loyalty Relationships
Ch 5 Analyzing Consumer Markets
Ch 6 Analyzing Business Markets
Ch 7 Identifying Market Segments and Targets

PART III: BUILDING STRONG BRANDS
Ch 8 Creating Brand Equity
Ch 9 Crafting the Brand Positioning and Competing Effectively

PART IV: SHAPING THE MARKET OFFERINGS
Ch10 Setting Product Strategy and Marketing through the Life Cycle
Ch11 Designing and Managing Services
Ch12 Developing Pricing Strategies and Programs

PART V: DELIVERING VALUE
Ch13 Designing and Managing Integrated Marketing Channels
Ch14 Managing Retailing, Wholesaling, and Logistics

PART VI: COMMUNICATING VALUE
Ch15 Designing and Managing Integrated Marketing Communications
Ch16 Managing Mass Communications
Ch17 Managing Personal Communications

PART VII: CREATING SUCCESSFUL LONG-TERM GROWTH
Ch18 Managing Marketing in the Global Economy