The marketing topics below refer to chapters pf tje 15/e of Marketing Management by Marketing Guru, Philip Kotler (see book cover below)

This is the official 24/7 reference for the marketing classes at the Ateneo Graduate School of Business of Coach Z, Prof. Bong De Ungria.

The Z (End in Mind) is for this page to serve as a quick, permanent, and useful reference for past, present and future students of Marketing.

The Y (Reason Why) is that Marketing is useful and can help brands and companies succeed only if the basic principles are clear, easy to reference, so it can be applied.

X (Do Not) is to Do it Alone

W i(What, When, How) s to Build the System and Standard of Excellence with Primus Inter Pares MBA students who Coach Z has had the privilege to serve in Markma. This is a real-life application of marketing!

01 Defining Marketing for the New Realities: COSLA

02 Developing Marketing Strategies and Plans

03 Creating Long Term Loyalty Relationships

04 Collecting Information and Forecasting Demand

05 Conducting Marketing Research

06 Analyzing Consumer Markets

07 Analyzing Business Markets

08 Tapping Into Global Markets

09 Identifying Market Segments and Targets

10 Crafting the Brand Positioning

11 Creating Brand Equity

12 Addressing Competition and Driving Growth

13 Setting Product Strategy

14 Designing and Managing Services

15 Introducing New Market Offerings

16 Developing Pricing Strategies and Programs

17 Designing and Managing Integrated Marketing Communications

18 Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, And Public Relations 19 Managing Digital Communications: Online, Social Media and Mobile

20 Managing Personal Communications: Direct and Interactive Marketing, Word of Mouth and Personal Selling

21 Designing and Managing Integrated Marketing Channels

22 Managing Retailing, Wholesaling and Logistics

23 Managing a Holistic Marketing Organization for the Long Run