Résumé Marketing Management, 14th Edition - Kotler & Keller

26673 Words Dec 6th, 2012 107 Pages
KOTLER
RESUME
Marketing Management

Philip Kotler – Kevin Lane Keller

SUMMARY

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
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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
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