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The dynamic writing duo of Phil Kotler and Kevin Keller join forces to bring university and college students a phenomenal resource for purchase or rental in their book Marketing Management (13th Edition), ISBN 9780136009986. This book boasts coverage of the most current trends and changes in marketing theory and practice in the field of marketing...
The dynamic writing duo of Phil Kotler and Kevin Keller join forces to bring university and college students a phenomenal resource for purchase or rental in their book Marketing Management (13th Edition), ISBN 9780136009986. This book boasts coverage of the most current trends and changes in marketing theory and practice in the field of marketing management today. With an aim to challenge marketing professionals to tap into their own inventiveness and imagination in the discipline, this integrates a myriad of topics into its chapters from database marketing to e-commerce and from hybrid channels to integrated marketing communications. The organizational efforts of Phil Kotler and Kevin Keller are top-notch within the pages of Marketing Management (13th Edition). The wide-ranging concepts of this book are artfully laid out across five sections and 22 chapters. Part 1 begins this book with an introduction to 'Understanding Marketing Management.' Topics presented in this section including defining marketing for the 21st century, adapting marketing to the new economy, as well as building customer satisfaction, value, and retention. Part 2 delves into topics surrounding 'Analyzing Marketing Opportunities' with chapters discussing winning markets through market-oriented strategic planning, gathering information and measuring market demand, scanning the marketing environment, analyzing consumer and business markets and behavior, dealing with the competition, and identifying market segments and selecting target markets. Part 3 investigates 'Developing Market Strategies' and takes a close look at positioning and differentiating the market offering through the product life cycle, developing new market offerings, and designing global market offerings. 'Shaping the Market Offering' is the topic of choice in part 4 with chapters investigating setting the product and branding strategy, designing and managing services, as well as developing price strategies and programs. The final section of this book is that of part 5 devoted to 'Managing and Delivering Marketing Programs.' These concluding chapters present information on designing and managing value networks and marketing channels, managing retailing, wholesaling, and market logistics, managing integrated marketing communications, advertising, sales promotion, public relations, and direct marketing, as well as managing the sales force and the total marketing effort.
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