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Table des matières
From the contents:
Part I. Understanding Marketing Management
- Defining Marketing for the 21st Century
- Developing Marketing Strategies & Plans
Part II. Capturing Marketing Insights
- Gathering Information & Scanning the Environment
- Conducting Marketing Research & Forecasting Demand
Part III. Connecting with Customers
- Creating Customer Value, Satisfaction, & Loyalty
- Analyzing Consumer Markets
- Analyzing Business Markets
- Identifying Market Segments & Targets
- Building Strong Brands
- Creating Brand Equity
- Crafting the Brand Positioning
- Dealing with Competition
Part V. Shaping the Market Offerings
- Setting Product Strategy
- Designing & Managing Services
- Developing Pricing Strategies & Programs
Part VI. Delivering Value
- Designing & Managing Value Networks & Channels
- Managing Retailing, Wholesaling & Logistics
Part VII. Communicating Value
- Designing & Managing Integrated Marketing Communications
- Managing Mass Communications: Advertising, Sales Promotion, Events & Public Relations
- Managing Personal Communications: Direct Marketing & the Sales Force
Part VIII. Creating Long-Term Growth
- Introducing New Market Offerings
- Tapping into Global Markets
- Managing a Holistic Marketing Organization
A propos de l'auteur
Prof. Philip Kotler lehrt an der Kellogg School of Management, Chicago. Er gilt als renommierter Experte im Bereich Marketing weltweit.
KEVIN LANE KELLER ist Professor für Marketing an der Tuck School of Business des Dartmouth Colleges. Er ist einer der international führenden Experten auf dem Gebiet der Markenpolitik und des strategischen Markenmanagements.
