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A Framework for Marketing Management, Third Edition

by Philip Kotler - Northwestern University; Kevin Lane Keller - Dartmouth College

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Copyright, ii
Preface, xv
I. Understanding Marketing Management, 1
1. Defining Marketing for the Twenty-First Century, 1
The Importance of Marketing, 2
The Scope of Marketing, 2
Company Orientations Toward the Marketplace, 6
Fundamental Marketing Concepts, Trends, and Tasks, 12
Executive Summary, 17
Notes, 18
2. Developing and Implementing Marketing Strategies and Plans, 21
Marketing and Customer Value, 22
Corporate and Division Strategic Planning, 26
Business Unit Strategic Planning, 29
The Nature and Contents of a Marketing Plan, 33
Measuring Marketing Performance, 34
Executive Summary, 37
Notes, 38
3. Understanding Markets, Market Demand, and the Marketing Environment, 40
Supporting Marketing Decisions With Information, Intelligence, and Research, 41
Forecasting and Demand Measurement, 48
Macroenvironmental Trends and Forces, 52
Executive Summary, 60
Notes, 61
II. Connecting with Customers, 63
4. Creating Customer Value, Satisfaction, and Loyalty, 63
Defining Customer Value and Satisfaction, 64
Maximizing Customer Lifetime Value, 68
Cultivating Customer Relationships, 72
Executive Summary, 79
Notes, 80
5. Analyzing Consumer Markets, 83
What Influences Consumer Behavior?, 84
The Buying Decision Process: The Five-Stage Model, 91
Executive Summary, 97
Notes, 98
6. Analyzing Business Markets, 101
What is Organizational Buying?, 102
Participants in the Business Buying Process, 106
Stages in the Business Buying Process, 109
Executive Summary, 113
Notes, 114
7. Identifying Market Segments and Targets, 116
Levels of Market Segmentation, 117
Segmenting Consumer and Business Markets, 120
Market Targeting, 127
Executive Summary, 132
Notes, 132
III. Building Strong Brands, 135
8. Creating Brand Equity, 135
What is Brand Equity?, 136
Building Brand Equity, 138
Measuring Brand Equity, 143
Managing Brand Equity, 144
Developing a Brand Strategy, 146
Executive Summary, 150
Notes, 151
9. Creating Positioning and Dealing with Competition, 154
Developing and Communicating a Positioning Strategy, 155
Differentiation Strategies, 159
Competitive Forces and Competitors, 161
Analyzing Competitors, 165
Competitive Strategies, 167
Executive Summary, 173
Notes, 174
IV. Shaping the Market Offerings, 177
10. Setting Product Strategy and Marketing Through the Life Cycle, 177
Product Characteristics and Classifications, 178
Product Relationships, 180
Packaging, Labeling, Warranties, and Guarantees, 182
Managing New Products, 183
The Consumer Adoption Process, 190
Marketing Through the Product Life Cycle, 192
Executive Summary, 196
Notes, 197
11. Designing and Managing Services, 200
The Nature of Services, 201
Marketing Strategies for Service Firms, 204
Managing Service Quality, 208
Managing Product Support Services, 212
Executive Summary, 213
Notes, 214
12. Developing Pricing Strategies and Programs, 217
Understanding Pricing, 218
Setting the Price, 219
Adapting the Price, 230
Initiating and Responding to Price Changes, 233
Executive Summary, 236
Notes, 236
V. Delivering Value, 239
13. Designing and Managing Value Networks and Channels, 239
Marketing Channels and Value Networks, 240
The Role of Marketing Channels, 241
Channel-Design Decisions, 245
Channel-Management Decisions, 248
Channel Dynamics, 251
E-Commerce Marketing Practices, 254
Executive Summary, 256
Notes, 256
14. Managing Retailing, Wholesaling, and Logistics, 259
Retailing, 260
Private Labels, 266
Wholesaling, 267
Market Logistics, 270
Executive Summary, 275
Notes, 276
VI. Communicating Value, 278
15. Designing and Managing Integrated Marketing Communications, 278
The Role of Marketing Communications, 279
Developing Effective Communications, 282
Deciding on the Marketing Communications Mix, 288
Managing the Integrated Marketing Communications Process, 290
Executive Summary, 291
Notes, 292
16. Managing Mass Communications, 294
Developing and Managing an Advertising Program, 295
Sales Promotion, 302
Events and Experiences, 306
Public Relations, 308
Executive Summary, 309
Notes, 310
17. Managing Personal Communications, 313
Direct Marketing, 314
Interactive Marketing, 317
Designing the Sales Force, 319
Managing the Sales Force, 323
Principles of Personal Selling, 326
Executive Summary, 327
Notes, 328
VII. Creating Successful Long-Term Growth, 331
18. Managing Marketing in the Global Economy, 331
Managing Global Marketing, 332
Internal Marketing, 337
Managing the Marketing Process, 340
Executive Summary, 344
Notes, 344
Glossary, 347
Index, I-1-1

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