Marketing Management 13th Edition Kotler Test Bank
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Marketing Management 13th Edition Kotler Test Bank
Product details:
- ISBN-10 : 0136009980
- ISBN-13 : 978-0136009986
- Author: Philip Kotler, Kevin Lane Keller
Product Description Kotler/Keller is the gold standard in the marketing management discipline because it continues to reflect the latest changes in marketing theory and practice. Topics covered include brand equity, customer value analysis, database marketing, e-commerce, value networks, hybrid channels, supply chain management, segmentation, targeting, positioning, and integrated marketing communications. For marketing professionals who place special emphasis to creativity and imagination in marketing management.
Table contents:
pt. 1. Understanding marketing management
Defining marketing for the 21st century
Developing marketing strategies and plans
pt. 2. Capturing marketing insights
Gathering information and scanning the environment
Conducting marketing research and forecasting demand
pt. 3. Connecting with customers
Creating customer value, satisfation, and loyalty
Analyzing consumer & business markets
Identifying market segments and targets
pt. 4. Building strong brands
Creating brand equity
Crafting the brand positioning
Dealing with competition
Shaping the market offerings
Setting product strategy
Designing and managing services
Developing pricing strategies and programs
pt. 6. Delivering value
Designing and managing integrated marketing
Managing retailing, wholesaling, and logistics
pt. 7. Communicating value
Designing and managing integrated marketing communications
Managing mass communications : advertising, sales promotions, events and experiences, and public relations
Managing, word of mouth, and personal selling
pt. 8. Creating successful long-term growth
Introducing new market offerings
Tapping into global markets
Managing a holistic marketing organization
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