ESCP Europe

"For undergraduate and MBA marketing management and strategy courses. Kotler/Keller is the gold standard in the marketing management discipline because it continues to reflect the latest changes in marketing theory and practice" by Worldcat.

PART 1: UNDERSTANDING MARKETING MANAGEMENT --- 1: Defining Marketing for the 21st Century --- 2: Developing Marketing Strategies and Plans --- PART 2: CAPTURING MARKETING INSIGHTS --- 3: Gathering Information and Scanning the Environment --- 4: Conducting Marketing Research and Forecasting Demand --- PART 3: CONNECTING WITH CUSTOMERS --- 5: Creating Customer Value, Satisfaction, and Loyalty --- 6: Analyzing Consumer Markets --- 7: Analyzing Business Markets --- 8: Identifying Market Segments and Targets --- PART 4: BUILDING STRONG BRANDS --- 9: Creating Brand Equity --- 10: Crafting the Brand Positioning --- 11: Dealing with Competition --- PART 5: SHAPING THE MARKET OFFERINGS --- 12: Setting Product Strategy --- 13: Designing and Managing Services --- 14: Developing Pricing Strategies and Programs --- PART 6: DELIVERING VALUE --- 15: Designing and Managing Integrated Marketing Channels --- 16: Managing Retailing, Wholesaling, and Logistics --- PART 7: COMMUNICATING VALUE --- 17: Designing and Managing Integrated Marketing Communications --- 18: Managing Mass Communications: Advertising, Sales Promotions, Events, and Public Relations --- 19: Managing Personal Communications: Direct and Interactive Marketing and Personal Selling --- PART 8: CREATING SUCCESSFUL LONG-TERM GROWTH --- 20: Introducing New Market Offerings --- 21: Tapping into Global Markets --- 22: Managing a Holistic Marketing Organization.