Marketing Managemen 16th edition by Philip Kotler, Kevin Lane Keller 1292405104 9781292405100

Marketing Managemen 16th edition by  Philip Kotler, Kevin Lane Keller  – Ebook PDF Instant Download/Delivery.1292405104, 9781292405100

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ISBN 10: 1292405104 
ISBN 13: 9781292405100
Author: Philip Kotler, Kevin Lane Keller

The gold standard for todays marketing management student
The world of marketing is changing every day and in order for students to have a competitive edge, they need a text that reflects the best and most recent marketing theory and practices. Marketing Management collectivelyuses a managerial orientation, an analytical approach, a multidisciplinaryperspective, universal applications, and balanced coverage to distinguish itfrom all other marketing management texts out there. Unsurpassed in itsbreadth, depth, and relevance, the 16th Edition features astreamlined organization of the content, updated material, and new examplesthat reflect the very latest market developments. After reading this landmarktext, students will be armed with the knowledge and tools to succeed in the newmarket environment around them.

Marketing Managemen 16th Table of contents:

PART I: Fundamentals of Marketing Management

1. Defining Marketing for the New Realities
2. Marketing Planning and Management

PART II: Understanding the Market
3. Analyzing Consumer Markets
4. Analyzing Business Markets
5. Conducting Marketing Research

PART III: Developing a Winning Marketing Strategy
6. Identifying Market Segments and Target Customers
7. Crafting a Customer Value Proposition and Positioning

PART IV: Designing Value
8. Designing and Managing Products
9. Designing and Managing Services
10. Building Strong Brands
11. Managing Pricing and Sales Promotions

PART V: Communicating Value
12. Managing Marketing Communications
13. Designing an Integrated Marketing Campaign in the Digital Age
14. Personal Selling and Direct Marketing

PART VI: Delivering Value
15. Designing and Managing Distribution Channels
16. Managing Retailing

PART VII: Managing Growth
17. Driving Growth in Competitive Markets
18. Developing New Market Offerings
19. Building Customer Loyalty
20. Tapping into Global Markets
21. Socially Responsible Marketing

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