Marketing management / Philip Kotler, Kevin Lane Keller et Alexander Chernev

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Kotler, Philip (1931-....). Auteur

Edited by Pearson Education Limited - 2022

The 16th edition of Marketing Management builds on the classic examples, core concepts, and logical structure that made the first edition a landmark text. Much has changed since the 15th edition was published. Ongoing globalization; the increasing role of corporate social responsibility; advances in technology, e-commerce, and digital communication; the growing impact of social media, and the widespread use of data analytics, marketing automation, and artificial intelligence have disrupted many industries and have opened doors to new business models. Responding to these changes, the 16th edition was redesigned from the ground up to provide managers with the tools necessary to succeed in the new market environment. The 16th edition builds on the fundamental strengths of past editions that distinguish Marketing Management from all other marketing management texts: - Managerial orientation. The book focuses on the major decisions that marketing managers and top management face in their efforts to harmonize the organization's objectives, capabilities, and resources with marketplace needs and opportunities. - Analytical approach. The text presents conceptual tools and frameworks for analyzing recurring problems in marketing management. Cases and examples illustrate effective marketing principles, strategies, and practices. - Multidisciplinary perspective. Marketing Management draws on the rich findings of various scientific disciplines-such as economics, behavioral science, and management theory-for fundamental concepts and tools that are directly applicable to marketing challenges. - Universal applications. The book applies strategic thinking to the complete spectrum of marketing: products, services, persons, places, information, ideas, and causes; consumer and business markets; profit and nonprofit organizations; domestic and foreign companies; small and large firms; manufacturing and intermediary businesses; and low- and high-tech industries. - Comprehensive and balanced coverage. Marketing Management covers the topics a manager must understand in order to design and execute a successful marketing campaign.

Part 1: Fundamentals of Marketing Management. Chapter 1. Defining Marketing for the New Realities. Chapter 2. Marketing Planning and Management. Part 2: Understanding the Market. Chapter 3. Analyzing Consumer Markets. Chapter 4. Analyzing Business Markets. Chapter 5. Conducting Marketing Research. Part 3: Developing a Viable Market Strategy. Chapter 6. Identifying Market Segments and Target Customers. Chapter 7. Crafting a Customer Value Proposition and Positioning. Part 4: Designing Value. Chapter 8. Designing and Managing Products. Chapter 9. Designing and Managing Services. Chapter 10. Building Strong Brands. Chapter 11. Managing Pricing and Sales Promotions. Part 5: Communicating Value. Chapter 12. Managing Marketing Communications. Chapter 13. Designing an Integrated Marketing Campaign in the Digital Age. Chapter 14. Personal Selling and Direct Marketing. Part 6: Delivering Value. Chapter 15. Designing and Managing Distribution Channels. Chapter 16. Managing Retailing. Part 7: Managing Growth. Chapter 17. Driving Growth in Competitive Markets. Chapter 18. Developing New Market Offerings. Chapter 19. Building Customer Loyalty. Chapter 20. Tapping into Global Markets. Chapter 21. Socially Responsible Marketing.

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