For graduate and undergraduate courses in marketing management. A Succinct Guide to 21st Century Marketing Management Framework for Marketing Management is a concise, streamlined version of Kotler and Kellers 15th Edition of Marketing Management, a comprehensive look at marketing strategy. The books efficient coverage of current marketing management practices makes for a short yet thorough text that provides the perfect supplement for incorporated simulations, projects, and cases. The6th Edition approaches the topic of marketing from a current standpoint, focusing its information and strategy on the realities of 21st century marketing. Individuals, groups, and companies alike can modernize their marketing strategies to comply with 21st century standards by engaging in this succinct yet comprehensive text. The full text downloaded to your computer With eBooks you can: search for key concepts, words and phrases make highlights and notes as you study share your notes with friends eBooks are downloaded to your computer and accessible either offline through the Bookshelf (available as a free download), available online and also via the iPad and Android apps. Upon purchase, you'll gain instant access to this eBook. Time limit TheeBooks products do not have an expiry date. You will continue to access yourdigitalebookproducts whilst you have yourBookshelf installed.
I: Understanding Marketing Management 1.Defining Marketing for the New Realities 2.Developing and Implementing Marketing Strategies and Plans 3.Capturing Marketing Insights and Forecasting Demand II: Connecting with Customers 4.Creating Long-term Loyalty Relationships 5. Analyzing Consumer and Business Markets III: Building Strong Brands 6.Identifying Market Segments and Targets 7.Crafting the Brand Positioning 8.Creating Brand Equity and Driving Growth IV: Shaping the Market Offerings 9. Setting Product Strategy and Introducing New Offerings 10. Designing and Managing Services 11. Developing Pricing Strategies and Programs V: Delivering Value 12. Designing and Managing Integrated Marketing Channels 13. Managing Retailing, Wholesaling, and Logistics VI: Communicating Value 14. Designing and Managing Integrated Marketing Communications 15. Managing Digital Communications 16. Managing Mass Communications 17. Managing Personal Communications VII: Managing the Marketing Organization for Long-Term Success 18. Conducting Marketing Responsibly in the Global Economy
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