Kotler Summary

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PHILIP KOTLER MARKETING MANAGEMENT
SUMMARY

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…...

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