Marketing management / Philip Kotler ... [et al.].

Enhanced descriptions from Syndetics:

All the accessibility, theoretical rigour and managerial relevance of the global best-seller Marketing Management plus European structure, European examples, the work of European academics and bespoke online resources.

Table of contents provided by Syndetics

• Part 1 Understanding Marketing Management
• Chapter 1 Introduction to Marketing
• Chapter 2 Understanding Marketing Management Within a Global Context
• Chapter 3 Developing Marketing Strategies and Plans
• Chapter 4 Managing Digital Technology in Marketing
• Part 2 Capturing Marketing Insights
• Chapter 5 The Changing Marketing Environment and Information Management
• Chapter 6 Managing Market Research and Forecasting
• Chapter 7 Analysing Consumer Markets
• Chapter 8 Analysing Business Markets
• Chapter 9 Dealing with Competition
• Part 3 Connecting With Customers
• Chapter 10 Seeking and Developing Target Marketing Differentiation Strategies
• Chapter 11 Creating Customer Value, Satisfaction and Loyalty
• Part 4 Building Strong Brands
• Chapter 12 Creating and Managing Brands and Brand Equity
• Chapter 13 Digital and Global Brand Management Strategies
• Part 5 Shaping the Market Offering
• Chapter 14 Designing, Developing and Managing Market Offerings
• Chapter 15 Introducing New Market Offerings
• Chapter 16 Developing and Managing Pricing Strategies
• Part 6 Delivering Value
• Chapter 17 Designing and Managing Integrated Marketing Channels and Global Value Networks
• Chapter 18 Managing Process, People and Physical Evidence at the Consumer Interface
• Part 7 Communicating Value
• Chapter 19 Designing and Managing Marketing Communications
• Chapter 20 Managing Mass and Personal Communications
• Part 8 Managing Marketing Implementation and Control
• Chapter 21 Implementing Marketing Management
• Chapter 22 Managing Marketing Metrics