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A concise yet exhaustive text provides flexibility in the classroom：A streamlined text allows instructors to convey current marketing management practices and theory while leaving room to incorporate outside cases, simulations, and projects.
A 21st Century view of marketing brings modern strategy and information to the text： A comprehensive organization of the text around three major 21st century themes provides a current lens through which to view the following subjects: ●Globalization ●Technology ●Social Responsibility (both individual and societal)
NEW! Chapter 16: Managing Digital Communications:Online, Social Media, and Mobile adds extended coverage of the latest digital trends and their impact on marketing to the text.
作者簡介
Philip Kotler
現職：Northwestern University
Kevin Lane Keller
現職：Dartmouth College
PART I: INTRODUCTION TO MARKETING MANAGEMENT
Ch 1 Scope of Marketing for the New Realities
Ch 2 Marketing Strategies and Plans
Ch 3 Marketing Research and Analysis
PART II: CONNECTING WITH CUSTOMERS
Ch 4 Building Long-term Customer Relationships
Ch 5 Buying Dynamics of Consumer and Business
PART III: STRATEGIC BRAND MANAGEMENT
Ch 6 Target Marketing
Ch 7 Competitive and Effective Brand Positioning
Ch 8 Branding and Core Growth
PART IV: VALUE CREATION
Ch 9 Product Mix and New Offerings
Ch10 Analyzing and Marketing Services
Ch11 Concepts and Tools for Strategic Pricing
PART V: VALUE DELIVERY
Ch12 Developing and Managing Strategic and Integrated Marketing Channels
Ch13 Managing Retailing, Wholesaling, and Logistics
PART VI: VALUE COMMUNICATION
Ch14 Designing and Managing Integrated Marketing Communications
Ch15 Managing Mass Communications: Advertising, Sales Promotion, Events and Experiences, and Public Relations
Ch16 Managing Digital Communications: Online, Social Media, and Mobile
Ch17 Managing Personal Communications: Direct and Database Marketing and Personal Selling
PART VII: MANAGING THE MARKETING ORGANIZATION FOR LONG-TERM SUCCESS
Ch18 Responsible Marketing in a Global Environment
