Marketing Management 12th Edition by Philip Kotler, Kevin Lane Keller ISBN 0131457578 9780131457577

Marketing Management 12th Edition by Philip Kotler, Kevin Lane Keller – Ebook PDF Instant Download/Delivery: 0131457578, 9780131457577
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Product details:

ISBN 10: 0131457578 
ISBN 13: 9780131457577
Author: Philip Kotler, Kevin Lane Keller

Marketing Management 12th Table of contents:

Part 1. Marketing Strategy
1. Why Is Marketing Management Important?
1-1. Defining Marketing
1-2. Marketing Is an Exchange Relationship
1-2a. Marketing Is Everywhere
1-3. Why Is Marketing Management Important?
1-3a. Marketing and Customer Satisfaction Is Everyone’s Responsibility
1-4. The “Marketing Framework”: 5Cs, STP, and the 4Ps
1-4a. Book Layout
1-4b. Learning from the Marketing Framework
1-4c. The Flow in Each Chapter: What? Why? How?
Managerial Recap
Mini-Case. How to Design an Attractive Wearable
2. Customer Behavior
2-1. Three Phases of the Purchase Process
2-2. Different Kinds of Purchases
2-3. The Marketing Science of Customer Behavior
2-3a. Sensation and Perception
2-3b. Learning, Memory, and Emotions
2-3c. Motivation
2-3d. Attitudes and Decision Making
2-3e. Behavioral Economics and the Psychology of the Consumer
2-3f. How Do Global and Cultural Differences Affect Consumers’ Behavior?
Managerial Recap
Mini-Case. Insight into Consumer Decision Making for TVs
3. Segmentation
3-1. Why Segment?
3-2. What Are Market Segments?
3-3. What Information Serves as Bases for Segmentation?
3-3a. Demographic
3-3b. Geographic
3-3c. Psychological
3-3d. Behavioral
3-3e. B2B
3-3f. Concept in Action: Segmentation Variables
3-4. How Do Marketers Segment the Market?
3-4a. How to Evaluate the Segmentation Scheme
Managerial Recap
Mini-Case. Health Care Tourism
4. Targeting
4-1. What Is Targeting and Why Do Marketers Do It?
4-2. How Do We Choose a Segment to Target?
4-2a. Profitability and Strategic Fit
4-2b. Competitive Comparisons
4-3. Sizing Markets
4-3a. Concept in Action: How Much of My Consultative Advice Can I Sell?
Managerial Recap
Mini-Case. Cosmetic Health: Good-Bite
5. Positioning
5-1. What Is Positioning and Why Is It Probably the Most Important Aspect of Marketing?
5-1a. Positioning via Perceptual Maps
5-1b. The Positioning Matrix
5-2. Writing a Positioning Statement
Managerial Recap
Mini-Case. (Re-)Positioning a Perfume
Part 2. Product Positioning
6. Products: Goods and Services
6-1. What Do We Mean by Product?
6-1a. The Product in the Marketing Exchange
6-2. How Are Goods Different from Services?
6-2a. Intangibility
6-2b. Search, Experience, Credence
6-2c. Perishability
6-2d. Variability
6-2e. To Infinity and Beyond Goods and Services
6-3. What Is the Firm’s Core Market Offering?
6-3a. Dynamic Strategies
6-3b. Product Lines: Breadth and Depth
Managerial Recap
Mini-Case. Hotel Flowchart and Blueprint
7. Brands
7-1. What Is a Brand?
7-1a. Brand Name
7-1b. Logos and Color
7-2. Why Brand?
7-3. What Are Brand Associations?
7-3a. Brand Personalities
7-3b. Brand Communities
7-4. What Are Branding Strategies?
7-4a. Umbrella Brands vs. House of Brands
7-4b. Brand Extensions and Co-Branding
7-4c. How Are Brands Best Rolled Out Globally?
7-4d. Store Brands
7-5. Marketing Analytics: How Is Brand Equity Determined?
Managerial Recap
Mini-Case. 6MD—6 Million Dollar!
8. New Products and Innovation
8-1. Why Are New Products Important?
8-2. How Does Marketing Develop New Products for Their Customers?
8-2a. Philosophies of Product Development
8-2b. Marketing
8-2c. Idea Creation and Market Potential
8-2d. Concept Testing and Design and Development
8-2e. Beta-Testing
8-2f. Launch
8-3. What Is the Product Life Cycle?
8-3a. Marketing Analytics: Diffusion of Innovation
8-4. How Do New Products and Brand Extensions Fit in Marketing Strategy?
8-4a. Strategic Thinking about Growth
8-5. What Trends Should I Watch?
Managerial Recap
Mini-Case. Wild Foods
Part 3. Positioning via Price, Place, and Promotion
9. Pricing
9-1. Why Is Pricing so Important?
9-2. Background: Supply and Demand
9-3. Low Prices
9-3a. Concept in Action: Break-Even for a Good
9-3b. Concept in Action: Break-Even for a Service
9-4. High Prices
9-4a. Using Scanner Data
9-4b. Using Survey Data
9-4c. Conjoint Analysis
9-5. Units or Revenue; Volume or Profits
9-6. Customers and the Nudging Psychology of Pricing; A.K.A. Customers Are Kind of Funny
9-6a. Price Discrimination, A.K.A. Segmentation Pricing
9-6b. Quantity Discounts
9-6c. Yield or Demand Management
9-7. Nonlinear Pricing
9-8. Changes in Cha-Ching
9-8a. Pricing and the Product Life Cycle
9-8b. Price Fluctuations
9-8c. Coupons
9-8d. Competitive Strategy and Game Theory
9-8e. Auctions
Managerial Recap
Mini-Case. Personal Brand Management
10. Channels of Distribution
10-1. What Are Distribution Channels and Supply Chain Logistics, and Why Do We` Use Them?
10-2. How to Design Smart Distribution Systems: Intensive or Selective?
10-2a. Push and Pull
10-3. Power and Conflict in Channel Relationships
10-3a. Revenue Sharing
10-3b. Integration
10-3c. Retailing
10-3d. Franchising
10-3e. E-commerce
10-3f. Sales Force
10-3g. Integrated Marketing Channels
Managerial Recap
Mini-Case. Starbucks Fair Trade Line
11. Advertising Messages and Marketing Communications
11-1. What Is Advertising?
11-2. Why Is Advertising Important?
11-3. What Marketing Goals Are Sought from Advertising Campaigns?
11-4. Designing Advertising Messages to Meet Marketing and Corporate Goals
11-4a. Cognitive Ads
11-4b. Emotional Ads
11-4c. Image Ads
11-4d. Endorsements
11-5. How Is Advertising Evaluated?
11-5a. A ad and A brand
Managerial Recap
Mini-Case. Celeb-Relief
12. Integrated Marketing Communications and Media Choices
12-1. What Media Decisions Are Made in Advertising Promotional Campaigns?
12-1a. Reach and Frequency and GRPs
12-1b. Media Planning and Scheduling
12-2. Integrated Marketing Communications across Media
12-2a. Media Comparisons
12-2b. Beyond Advertising
12-2c. Choice between Advertising and a Sales Force
12-2d. The IMC Choices Depend on the Marketing Goals
12-3. How Is the Effectiveness of Advertising Media Measured?
Managerial Recap
Mini-Case. Where Should We Place Our Ad?
13. Social Media
13-1. What Are Social Media?
13-1a. Types of Social Media
13-1b. Word of Mouth
13-2. What Are Social Networks?
13-2a. Identifying Influentials
13-2b. Recommendation Systems
13-2c. Social Media ROI, KPIs, and Web Analytics
13-2d. Pre-Purchase: Awareness
13-2f. Pre-Purchase: Brand Consideration
13-2f. Purchase or Behavioral Engagement
13-2g. Post-Purchase
13-2h. How to Proceed?
Managerial Recap
Mini-Case. Google’s PageRank
Part 4. Positioning: Assessment through the Customer Lens
14. Customer Satisfaction and Customer Relationships
14-1. What Are Customer Evaluations, and Why Do We Care?
14-2. How Do Consumers Evaluate Products?
14-2a. Sources of Expectations
14-2b. Expectation and Experience
14-3. How Do Marketers Measure Quality and Customer Satisfaction?
14-4. Loyalty and Customer Relationship Management
14-4a. Recency, Frequency, and Monetary Value
14-4b. Marketing Analytics: Customer Lifetime Value
Managerial Recap
Mini-Case. Happy Global Customers? Cultural Differences on Surveys
15. Marketing Research Tools
15-1. Why Is Marketing Research so Important?
15-2. Cluster Analysis for Segmentation
15-3. Perceptual Mapping for Positioning
15-3a. Attribute-Based
15-4. Focus Groups for Concept Testing
15-5. Conjoint for Testing Attributes
15-6. Scanner Data for Pricing and Coupon Experiments and Brand Switching
15-7. Surveys for Assessing Customer Satisfaction
Managerial Recap
Mini-Case. How to Design an Attractive Wearable Redux
Part 5. Capstone
16. Marketing Strategy
16-1. Types of Business and Marketing Goals
16-2. Marketing Strategy
16-2a. Ansoff’s Product-Market Growth Matrix
16-2b. The BCG (Boston Consulting Group) Matrix
16-2c. The General Electric Model
16-2d. Porter and Strategies
16-2e. Treacy and Wiersema Strategies
16-3. How to “Do” Strategy
16-3a. SWOT’s S&W
16-3b. SWOT’s O&T
16-4. Key Marketing Metrics to Facilitate Marketing Strategy
Managerial Recap
Mini-Case. Holograms for Cell Phones and Laptops
17. Marketing Plans
17-1. How Do We Put It All Together?
17-2. Situation Analysis: The 5Cs
Customer
17-3. STP
17-4. The 4Ps
17-5. Spending Time and Money

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Tags: Philip Kotler, Kevin Lane Keller, Marketing Management