summaryofkotlersmarketingmanagementbook-101221122910-phpapp02.doc - PHILIP KOTLER MARKETING MANAGEMENT SUMMARY PREPARED BY SUBHANK RAJGURU PGDM BIMTECH

Summaryofkotlersmarketingmanagementbook-101221122910-phpapp02.doc

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PHILIP KOTLER MARKETING MANAGEMENT SUMMARY PREPARED BY SUBHANK RAJGURU PGDM, BIMTECH
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INDEX Chapter 1 Marketing in the 21st century .............................................................................. 3 Chapter 2 Building Customer Satisfaction Value and Retention .......................... 19 Chapter 3 Winning Markets : Market Oriented Strategic Planning .................... 25 Chapter4 Gathering Information and measuring market demand ........................ 31 Chapter 5 Scanning the Marketing Environment ........................................................... 42 CHAPTER –6 Analyzing Consumer markets & Buying Behavior .................... 55 CHAPTER 7 ANALYZING BUSINESS MARKETS AND BUSINESS BUYING BEHAVIOR ................................................................................................................... 63 Chapter 8 Dealing With the Competition ........................................................................... 69 CHAPTER 9 Identifying Market Segments and Selecting Target Markets 76 Chapter 10 Positioning the Market Offering Through the Product Life Cycle ......................................................................................................................................................... 86 Chapter 11 Developing New Products .............................................................................. 106 CHAPTER 13 Product & Product Mixes ........................................................................ 118 Chapter 14 : Designing and Managing Services ......................................................... 126 Chapter 15 Designing Pricing Strategies and Programs ......................................... 137 Chapter 16 Managing Marketing Channels .................................................................... 157 Chapter 17 Managing Retailing Wholesaling and Market Logistics .......... 166 Chapter 18 MANAGING INTEGRATED MARKETING COMMUNICATIONS ................................................................................................................ 172 Chapter 19 Advertising and Sales Promotion ............................................................... 189 Chapter 20 MANAGING THE SALES FORCE ........................................................ 198 Chapter 21 Managing Direct and Online Marketing ................................................ 209 CHAPTER 22 Managing the Total Marketing Effort ............................................... 221
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Chapter 1 Marketing in the 21 st century Marketing tasks Three stages through which marketing practice might pass ࿿࿿࿿࿿࿿࿿࿿࿿࿿ ê ࿿࿿࿿࿿࿿࿿࿿࿿࿿ ë Ʈ ࿿࿿࿿࿿࿿࿿࿿࿿࿿ ì 琂勇 ࿿࿿࿿࿿࿿࿿࿿࿿࿿ í࿿ ࿿ ࿿࿿࿿࿿࿿࿿࿿࿿࿿ î࿿ ٫ ࿿࿿࿿࿿࿿࿿࿿࿿࿿ ï 䍢戣 ࿿࿿࿿࿿࿿࿿࿿࿿࿿ ð 藈曓 ࿿࿿࿿࿿࿿࿿࿿࿿࿿ ñ 涊奯 ࿿࿿࿿࿿࿿࿿࿿࿿࿿ ò 㘞坉 ࿿࿿࿿࿿࿿࿿࿿࿿ ø ࿿࿿࿿࿿࿿࿿࿿࿿࿿࿿ ù 茚䮩 ࿿࿿࿿࿿࿿࿿࿿࿿࿿ ú ࿿࿿࿿࿿࿿࿿࿿࿿࿿࿿࿿ ۗ û ࿿࿿࿿࿿࿿࿿࿿࿿࿿࿿ ü ࿿࿿࿿࿿࿿࿿࿿࿿࿿ ý ࿿࿿࿿࿿࿿࿿࿿࿿࿿ þ ࿿࿿࿿࿿࿿࿿࿿࿿࿿ ÿ 㴌䭨 ࿿࿿࿿࿿࿿࿿࿿࿿࿿ Ā ݮ ࿿࿿࿿࿿࿿࿿࿿࿿࿿ ࿿ Ć ࿿࿿࿿࿿࿿࿿࿿࿿࿿ ć ⻢䬣 ࿿࿿࿿࿿࿿࿿࿿࿿࿿ Ĉ ࿿࿿࿿࿿࿿࿿࿿࿿࿿ ĉ 꿒䫓 ࿿࿿࿿࿿࿿࿿࿿࿿࿿ Ċ を㳹 ࿿࿿࿿࿿࿿࿿࿿࿿࿿ ċ ࿿࿿࿿࿿࿿࿿࿿࿿࿿ Č 憘皉 ࿿࿿࿿࿿࿿࿿࿿࿿࿿ č ࿿ ࿿࿿࿿࿿࿿࿿࿿࿿࿿ Ď ࿿࿿࿿࿿࿿࿿࿿࿿࿿ ȡ ࿿࿿࿿࿿࿿࿿࿿࿿࿿ ĕ ࿿࿿࿿࿿࿿࿿࿿࿿࿿ Ė ࿿࿿࿿࿿࿿࿿࿿࿿࿿ ė࿿ ࿿࿿࿿࿿࿿࿿࿿࿿࿿࿿ Ę 绶䋥 ࿿࿿࿿࿿࿿࿿࿿࿿࿿ ę ࿿࿿࿿࿿࿿࿿࿿࿿࿿ Ě ࿿࿿࿿࿿࿿࿿࿿࿿࿿ ě ࿿࿿࿿࿿࿿࿿࿿࿿࿿ Ĝ 뿮劓 ࿿࿿࿿࿿࿿࿿࿿࿿࿿ ĝ 古㢿 ࿿࿿࿿࿿࿿࿿࿿ ģ 춤℉ ࿿࿿࿿࿿࿿࿿࿿࿿࿿ Ĥ 婌坿 ࿿࿿࿿࿿࿿࿿࿿࿿࿿ ĥ ࿿ Ȓ ࿿࿿࿿࿿࿿࿿࿿࿿࿿ Ħ ࿿ ࿿࿿࿿࿿࿿࿿࿿࿿࿿ ħ 켜洛 ࿿࿿࿿࿿࿿࿿࿿࿿࿿ Ĩ 쩒䳥 ࿿࿿࿿࿿࿿࿿࿿࿿࿿ ĩ ⴚ⤦
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