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Scope of Marketing
Understanding MarketingManagement
Chapter 1
What is Marketing?
Marketing ManagementBy Philip, Kevin Lane Keller, Abraham Koshy, Mithileshwar Jha
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Marketing Management Tasks:
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Developing MarketingStrategies And Plans
Chapter 2
The Value Delivery Process
Marketing ManagementBy Philip, Kevin Lane Keller, Abraham Koshy, Mithileshwar Jha
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Capturing Marketing insightsand Spotting Market Trends
Chapter 3
MIS (Marketing Information System)
Marketing ManagementBy Philip, Kevin Lane Keller, Abraham Koshy, Mithileshwar Jha
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Why Marketing Research? ,
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Conducting Marketing Research
and Forecasting Demand
Chapter 4
What are the major steps of Marketing Research
Marketing ManagementBy Philip, Kevin Lane Keller, Abraham Koshy, Mithileshwar Jha
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Creating Customer Value,Satisfaction and Loyalty
Chapter 5
Marketing ManagementBy Philip, Kevin Lane Keller, Abraham Koshy, Mithileshwar Jha
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Building Customer Loyalty
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Analyzing Consumer Markets
Chapter 6
Marketing ManagementBy Philip, Kevin Lane Keller, Abraham Koshy, Mithileshwar Jha
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Analyzing Business Marketsand Buyer Behavior
Chapter 7
Marketing ManagementBy Philip, Kevin Lane Keller, Abraham Koshy, Mithileshwar Jha
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Identifying Marketand Targets
Chapter 8
MarkeBy Philip, Kevin Lan
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Dealing with Competition
Chapter 9
Marketing ManagementBy Philip, Kevin Lane Keller, Abraham Koshy, Mithileshwar Jha
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Creating Brand Equity
Chapter 10
Marketing ManagementBy Philip, Kevin Lane Keller, Abraham Koshy, Mithileshwar Jha
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10
Brand Equity Models
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Knowledge how familiar and intimate customers are with the brand
Brand Resonance ModelCreation of significant brand equity requires reaching the top or pinnacle of the brand
pyramid, which occurs only if the right building blocks are put into place.
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Crafting the Brand Positioning
Chapter 11
Marketing ManagementBy Philip, Kevin Lane Keller, Abraham Koshy, Mithileshwar Jha
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Relevance Feasibility
Distinctiveness Communicability
Believability Sustainability
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Introduction Growth Maturity Decline
Characteristics
Sales
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Setting Product Strategy
Chapter 12
Marketing ManagementBy Philip, Kevin Lane Keller, Abraham Koshy, Mithileshwar Jha
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Designing and ManServices
Chapter 1
MarkeBy Philip, Kevin Lan
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Best Practices of Service Quality Management
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Developing Pricing Strategiesand Programs
Chapter 14
Marketing ManagementBy Philip, Kevin Lane Keller, Abraham Koshy, Mithileshwar Jha
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