Kotler - Marketing Mangement, 12/E

Kotler - Marketing Mangement, 12/E Description : Table of Contents : PART I Understanding Marketing Management , Chapter 1 Defining Marketing for the 21st Century , Chapter 2 Developing Marketing Strategies & Plans Part II. Capturing Marketing Insights , Chapter 3 Gathering Information & Scanning the Environment , Chapter 4 Conducting Marketing Research & Forecasting Demand Part III. Connecting with Customers Chapter 5 Creating Customer Value, Satisfaction, & Loyalty Chapter 6 Analyzing Consumer Markets Chapter 7 Analyzing Business Markets Chapter 8 Identifying Market Segments & Targets Part IV. Building Strong Brands , Chapter 9 Creating Brand Equity , Chapter 10 Crafting the Brand Positioning , Chapter 11 Dealing with Competition Part V. Shaping the Market Offerings , Chapter 12 Setting Product Strategy , Chapter 13 Designing & Managing Services , Chapter 14 Developing Pricing Strategies & Programs Part VI. Delivering Value , Chapter 15 Designing & Managing Value Networks & Channels , Chapter 16 Managing Retailing, Wholesaling & Logistics Part VII. Communicating Value , Chapter 17 Designing & Managing Integrated Marketing Communications , Chapter 18 Managing Mass Communications: Advertising, Sales Promotion, Events & Public Relations , Chapter 19 Managing Personal Communications: Direct Marketing & the Sales Force Part VIII. Creating Long-Term Growth , Chapter 20 Introducing New Market Offerings , Chapter 21 Tapping into Global Markets , Chapter 22 Managing a Holistic Marketing Organization