Marketing Management by Philip Kotler ebook

Summary:For Principles of Marketing courses that require a comprehensive text Help students learn how to create customer value and engagement In a fast-changing, increasingly digital and social marketplace, it's more vital than ever for marketers to develop meaningful connections with their customers. Principles of Marketing helps students master today's key marketing challenge: to create vibrant, interactive communities of consumers who make products and brands an integral part of their daily lives. To help students understand how to create value and build customer relationships, Kotler and Armstrong present fundamental marketing information within an innovative customer-value framework. Thoroughly revised to reflect the major trends impacting contemporary marketing, this edition is packed with stories illustrating how companies use new digital technologies to maximize customer engagement and shape brand conversations, experiences, and communities. MyMarketingLab not included. Students, if MyMarketingLab is a recommended/mandatory component of the course, please ask your instructor for the correct ISBN and course ID. MyMarketingLab should only be purchased when required by an instructor

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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. PART 1: UNDERSTANDING MARKETING MANAGEMENT Chapter 1: Defining Marketing for the 21st Century Chapter 2: Developing Marketing Strategies and PlansPART 2: CAPTURING MARKETING INSIGHTS Chapter 3: Gathering Information and Scanning the Environment Chapter 4: Conducting Marketing Research and Forecasting Demand PART 3: CONNECTING WITH CUSTOMERS Chapter 5: Creating Customer Value, Satisfaction, and Loyalty Chapter 6: Analyzing Consumer MarketsChapter 7: Analyzing Business Markets Chapter 8: Identifying Market Segments and Targets PART 4: BUILDING STRONG BRANDS Chapter 9: Creating Brand EquityChapter 10: Crafting the Brand Positioning Chapter 11: Dealing with CompetitionPART 5: SHAPING THE MARKET OFFERINGS Chapter 12: Setting Product StrategyChapter 13: Designing and Managing Services Chapter 14: Developing Pricing Strategies and Programs PART 6: DELIVERING VALUE Chapter 15: Designing and Managing Integrated Marketing Channels Chapter 16: Managing Retailing, Wholesaling, and LogisticsPART 7: COMMUNICATING VALUE Chapter 17: Designing and Managing Integrated Marketing CommunicationsChapter 18: Managing Mass Communications: Advertising, Sales Promotions, Events, and Public RelationsChapter 19: Managing Personal Communications: Direct and Interactive Marketing and Personal Selling PART 8: CREATING SUCCESSFUL LONG-TERM GROWTH Chapter 20: Introducing New Market Offerings Chapter 21: Tapping into Global Markets Chapter 22: Managing a Holistic Marketing Organization.

Pearson Education, May 5, 2016 - Science - 976 pages

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The classic Marketing Management is an undisputed global best-seller – anencyclopaediaof marketing considered by many as the authoritative book on the subject. This third European edition keeps the accessibility, theoretical rigour and managerial relevance – the heart of the book - and adds:

• A structure designed specifically to fit the way the course is taught in Europe.
• Fresh European examples which make students feel at home.
• The inclusion of the work of prominent European academics.
• A focus on the digital challenges for marketers.
• An emphasis on the importance of creative thinking and its contribution to marketing practice.
• New in-depth case studies, each of which integrates one of the major parts in the book.

This textbook covers admirably the wide range of concepts and issues and accurately reflects the fast-moving pace of marketing in the modern world, examining traditional aspects of marketing and blending them with modern and future concepts.

A key text for both undergraduate and postgraduate marketing programmes.