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Lecture Marketing management: Chapter 1 - Phillip Kotler, Kevin Lane Keller
Good marketing is no accident, but a result of careful planning and execution using state-of-the-art tools and techniques. It becomes both an art and a science as marketers strive to find creative new solutions to often-complex challenges amid profound changes in the 21st century marketing environment. In this lecture, we describe how top marketers balance discipline and imagination to address these new marketing realities. In the first...
25 p umt 23/03/2024 7 0
Từ khóa: Marketing management, Lecture Marketing management, Core marketing, Integrated marketing, Marketing mix, Marketing management tasks
Lecture Marketing management: Chapter 3 - Phillip Kotler, Kevin Lane Keller
Chapter 3 - Collecting information and forecasting demand. After studying this chapter you will be able to understand: What are the components of a modern marketing information system? What are useful internal records for such a system? What makes up a marketing intelligence system? What are some influential macroeconomic developments? How can companies accurately measure and forecast demand?
28 p umt 23/03/2024 6 0
Từ khóa: Marketing management, Lecture Marketing management, Marketing strategies, Marketing plan, Collecting information, Forecasting demand
Lecture Marketing management: Chapter 2 - Phillip Kotler, Kevin Lane Keller
Chapter 2 - Developing marketing strategies and plans. This chapter begins by examining some of the strategic marketing implications in creating customer value. We’ll look at several perspectives on planning and describe how to draw up a formal marketing plan.
38 p umt 23/03/2024 8 0
Từ khóa: Marketing management, Lecture Marketing management, Customer value, Strategic planning, Developing marketing strategies, Marketing plan
Lecture Marketing management: Chapter 4 - Phillip Kotler, Kevin Lane Keller
In this chapter, we consider how firms can develop processes to identify and track important macroenvironment trends. We also outline how marketers can develop good sales forecasts. Chapter 4 will review how they conduct more customized research on specific marketing problems.
22 p umt 23/03/2024 9 0
Từ khóa: Marketing management, Lecture Marketing management, Marketing strategies, Marketing plan, Conducting marketing research, Marketing research
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