Kotler/Keller is the gold standard in the marketing management discipline because it continues to reflects the latest changes in marketing theory and practice.

Table of Contents:

Part 1. Understanding marketing management

1. Defining marketing for the 21st century

2. Developing marketing strategies and plans

Part 2. Capturing marketing insights

3. Gathering information and scanning the environment

4. Conducting marketing research and forecasting demand

Part 3. Connecting with customers

5. Creating customer value, satisfaction, and loyalty

6. Analyzing consumer markets

7. Analyzing business markets

8. Identifying market segments and targets

Part 4. Building strong brands

9. Creating brand equity

10. Crafting the brand positioning

11. Dealing with competition

Part 5. Shaping the market offerings

12. setting product strategy

13. designing and managing services

14. Developing pricing strategies and programs

Part 6. Delivering value

15. Designing and managing integrated marketing communications

16. Managing retailing, wholesaling, and logistics

Part 7. Communicating Value

17. Designing and managing integrated marketing communications

18. Managing mass communications : advertising, sales promotions, events, and public relations

19. Managing personal communications : direct and interactive marketing and personal selling

Part 8. Creating successful long-term growth

20. Introducing new market offerings

21. Tapping into global markets

22. Managing a holistic marketing organization