商品簡介
Kotler and Keller focused on preserving the strengths and core topics from previous editions, while carefully tightening coverage in every chapter for greater clarity. By organizing the text into eight parts of related material, a more modular approach, instructors have greater flexibility.
NEW - Philip Kotler invites Kevin Lane Keller to be co-author - Acknowledged as one of the international leaders in the study of strategic brand management and integrated marketing communications, Kevin is presently E.B.Osborn Professor of Marketing at the Amos Tuck School of Business Administration at Dartmouth College. His research has been widely cited and has received numerous awards, and he’s served as brand confident to marketers at the world’s top companies, including Disney, Ford, Intel, Levi Strauss, Nike, Procter & Gamble and Starbucks. Kevin also writes Strategic Brand Management (Prentice Hall).
目次
PART I: UNDERSTANDING MARKETING MANAGEMENT
Ch.1 Defining Marketing for the 21st Century
Ch.2 Developing and Implementing Marketing Strategies and Plans
Ch.3 Understanding Markets, Market Demand, and the Marketing Environment
PART II: CONNECTING WITH CUSTOMERS
Ch.4 Creating Customer Value, Satisfaction, and Loyalty
Ch.5 Analyzing Consumer Markets
Ch.6 Analyzing Business Markets
Ch.7 Identifying Market Segments and Targets
PART III: BUILDING STRONG BRANDS
Ch.8 Creating Brand Equity
Ch.9 Creating Positioning and Dealing with Competition
PART IV: SHAPING THE MARKET OFFERINGS
Ch.10 Setting Product Strategy and Marketing Through the Life Cycle
Ch.11 Designing and Managing Services
Ch.12 Designing Pricing Strategies and Programs
PART V: DELIVERING VALUE
Ch.13 Designing and Managing Value Networks and Channels
Ch.14 Managing Retailing, Wholesaling, and Logistics
PART VI: COMMUNICATING VALUE
Ch.15 Designing and Managing IMC
Ch.16 Managing Mass Communications
Ch.17 Managing Personal Communications
PART VII: CREATING SUCCESSFUL LONG-TERM GROWTH
Ch.18 Managing Marketing in a Global Economy
