Framework for Marketing Management (2-downloads)

Pt. I: Understanding Marketing Management -- 1. Defining Marketing For The New Realities -- 2. Developing And Implementing Marketing Strategies And Plans -- 3. Capturing Marketing Insights And Forecasting Demand -- -- Pt. Ii: Connecting With Customers -- 4.creating Long-term Loyalty Relationships -- 5. Analyzing Consumer And Business Markets -- -- Pt. Iii: Building Strong Brands -- 6. Identifying Market Segments And Targets -- 7. Crafting The Brand Positioning And Competing Effectively -- 8.creating Brand Equity And Driving Growth -- -- Pt. Iv: Creating Value -- 9. Setting Product Strategy And Introducing New Offerings -- 10. Designing And Managing Services -- 11. Developing Pricing Strategies And Programs -- -- Pt. V: Delivering Value -- 12. Designing And Managing Integrated Marketing Channels -- 13. Managing Retailing, Wholesaling, And Logistics -- -- Pt. Vi: Communicating Value -- 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 -- -- Pt. Vii: Managing The Marketing Organization For Long-term Success -- 18. Managing Marketing Responsibly In The Global Economy Philip Kotler, Northweatern University ; Kevin Lane Keller, Dartmouth College. Includes Indexes.