Philip Kotler Marketing Management Summary
lOMoAR cPSD|13275585
PHILIP KOTLER
MARKETING
MANAGEMENT
SUMMARY
lOMoAR cPSD|13275585
INDEX
Chapter 1
... [Show More] Marketing in the 21st century ................................................3
Chapter 2 Building Customer Satisfaction Value and Retention .............19
Chapter 3 Winning Markets : Market Oriented Strategic Planning.........25
Chapter4 Gathering Information and measuring market demand ...........31
Chapter 5 Scanning the Marketing Environment....................................42
CHAPTER –6 Analyzing Consumer markets & Buying Behavior............ 55
CHAPTER 7 ANALYZING BUSINESS MARKETS AND BUSINESS
BUYING BEHAVIOR................................................................................. 63
Chapter 8 Dealing With the Competition .................................................... 69
CHAPTER 9 Identifying Market Segments and Selecting Target Markets
....................................................................................................................... 76
Chapter 10 Positioning the Market Offering Through the Product Life
Cycle ...................................................................................................... 86
Chapter 11 Developing New Products....................................................... 106
CHAPTER 13 Product & Product Mixes.................................................. 118
Chapter 14 : Designing and Managing Services....................................126
Chapter 15 Designing Pricing Strategies and Programs........................137
Chapter 16 Managing Marketing Channels..........................................157
Chapter 17 Managing Retailing Wholesaling and Market Logistics......166
Chapter 18 MANAGING INTEGRATED MARKETING
COMMUNICATIONS ............................................................................... 172
Chapter 19 Advertising and Sales Promotion ........................................... 189
Chapter 20 MANAGING THE SALES FORCE ...................................... 198
Chapter 21 Managing Direct and Online Marketing ............................209
CHAPTER 22 Managing the Total Marketing Effort............................221 [Show Less]