Integrated marketing-ensuring that multiple means of creating, delivering, and communicating value are employed and combined in the best way. Internal marketing-ensuring everyone in the organization embraces appropriate marketing principles, especially senior management. Conducting Marketing Responsibly for Long-Term Success - Summary - Evaluation and Control - Marketing orientation - Marketing Productivityįour key dimensions of holistic marketing are described throughout the text: Managing Personal Communications: Direct Marketing, Word of Mouth, and Personal Selling - Direct marketing - Personal selling Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations - Advertising - Sales promotion - Public relationsĢ2. Managing Digital Communications: Online, Social Media and Mobile Marketing - Digital marketingĢ1. Designing and Managing Integrated Marketing Communications - Summary - Communication ChannelsĢ0. Managing Retailing, Wholesaling, and Logistics - Summary - Marketing logisticsġ9. Designing and Managing Integrated Marketing Channels - Summaryġ8. Developing Pricing Strategies and Programs - Summaryġ7. Introducing New Market Offerings - Summaryġ6. Designing and Managing Services - Summaryġ5. Creating Value - Shaping the Market Offeringsġ4.
Meeting Competition and Driving Growth - Leader strategy - Challenger strategy
Crafting the Brand Positioning - Summary - to be developedġ2. Identifying Market Segments and Targets - Summaryġ0. Creating Long-term Loyalty Relationships - Summaryĩ. Conducting Marketing Research - Research on competition - Marketing researchĥ. Collecting Information and Forecasting Demand - SummaryĤ. Developing Marketing Strategies and Plans - Summary - Strategy development process - Attack and defense strategiesģ. Defining Marketing for the New RealitiesĢ. Marketing Management - Kotler and Keller 15th Edition - Table of Contents - Chapter Summaries Browse Online MBA Management Theory Handbook
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