Résumé Marketing Management, 14th Edition - Kotler & Keller

KOTLER
RESUME
Marketing Management

Philip Kotler – Kevin Lane Keller

SUMMARY

PART 1 Understanding Marketing Management 4

Defining Marketing for the 21st Century 4

Developing Marketing Strategies and Plans 5

PART 2 Capturing Marketing Insights 13

Collecting Information and Forecasting Demand 13

Conducting Marketing Research 16

PART 3 Connecting with Customers 18

Creating Long-term Loyalty Relationships 18

Analyzing Consumer Markets 21

Analyzing Business Markets 25

Identifying Market Segments and targets 28

PART 4 Building Strong Brands 31

Creating Brand Equity 31

Crafting the Brand Positioning 34

Competitive Dynamics 36

PART 5 Shaping the Market Offerings 39

Setting Product Strategy 39

Designing and Managing Services 41

Developing Pricing Strategies and Programs 46

PART 6 Delivering Value 53

Designing and Managing Integrated Marketing Channels 53

Managing Retailing, Wholesaling, and Logistics 58

PART 7 Communicating Value 60

Designing and Managing Integrated Marketing Communications 60

Managing Mass Communications : Advertising, Sales Promotions, Events and Experiences, and Public Relations 63

Managing Personal Communications : Direct and interactive Marketing, Word of Mouth, and Personal Selling 68

PART 8 Creating Successful Long-term Growth 72

Introducing New Market Offerings 72

Tapping into Global Offerings 86

Managing a Holistic Marketing Organization for the Long Run 93

PART1: UNDERSTANTING MARKETING AND MANAGEMENT

CHAPTER 1: DEFINITNG MARKETING FOR THE 21st CENTURY

THE IMPORTANCE OF MARKETING