Philip Kotler – Kevin Lane Keller
PART 1 Understanding Marketing Management 4
Defining Marketing for the 21st Century 4
Developing Marketing Strategies and Plans 5
PART 2 Capturing Marketing Insights 13
Collecting Information and Forecasting Demand 13
Conducting Marketing Research 16
PART 3 Connecting with Customers 18
Creating Long-term Loyalty Relationships 18
Analyzing Consumer Markets 21
Analyzing Business Markets 25
Identifying Market Segments and targets 28
PART 4 Building Strong Brands 31…show more content… Interaction marketing: implies face to face interaction between individuals.
Network marketing is with the consumers but occurs across and among organization.
The concept was developed by the Nordic school from northern Europe and developments from the USA. Relationship marketing in its simplest form is a progression from the dominant and often criticized the 4 P focus. The relational is focus on building long-term relationships with consumers
CHAPTER 2 : DEVELOPING MARKETING, STRATEGIES AND PLAN
Marketing is about satisfying consumers' needs and wants. The task of any business is to deliver customer value at a profit.
I. The value Delivery Process
The traditional view of marketing is that the firm makes something and then sells it. Companies that subscribe to this view have the best chance of succeeding in economies marked by goods shortages where consumers are not fussy about quality, features, or style-for example, basic staple goods in developing markets. There, the "mass market" is actually splintering into numerous micro markets, each with its own wants, perceptions, preferences, and buying criteria. The smart competitor must design and deliver offerings for well-defined target markets.
II. The value Chain
Michael Porter of Harvard has proposed the value chain as a tool for identifying