Marketing Management - Online Book
Based on Summaries of Chapters of Books by Top Marketing Professors and Professionals
Click on the chapter to access the material. The article opens in a new windowMarketing Concept - Kotler
Planning in the Marketing Process
Marketing Strategy - Marketing Process - Kotler's Description
Scanning of Environment for Marketing Ideas and Decisions
Revised Article: Scanning the Marketing Macroenvironment - Philip Kotler's Book Chapter Summary
Marketing Strategy - Differentiating and Positioning the Market Offering
Management of Marketing Department and Function
Determinants of Customer Satisfaction and Loyalty
Marketing Research and Market Demand Forecasting
Consumer Behavior
Analysis of Consumer Markets
Organizational Buying Processes and Buying Behavior
Market Segmentation and Selection of Target Segments
Branding Strategy and Brand Equity
Brand Positioning
Analyzing Competitors
Strategy of Market Leader
Marketing Strategies for Challenger Firms
Competitive Strategies for Followers and Nichers
Managing Product Lines and Brands
Marketing Strategy for New Industry Products
Marketing Management for Service Firms
Pricing Strategy and Tactics
Marketing Channel Management – Important Issues
Managing Wholesaling and Retailing Network
Marketing Logistics
Integrated Marketing Communication - Kotler and Keller Chapter Summary
Marketing Communication: Channels and Promotion Tools
Advertising
Sales Promotion
Marketing Public Relations
Sales Process and Sales Training
Direct Marketing
Online Marketing
Marketing and New Product Development
International and Global Marketing
Sales Force Management
Developing Enterprisewide or Company Wide Marketing Orientation
Management of Marketing Department and Function
Source:
Marketing Management by Philip Kotler and Kevin Keller
Open University Basic Introductory Material on Marketing
https://www.open.edu/openlearn/money-management/marketing-the-21st-century/content-section-1
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