Marketing management

Includes bibliographical references and index
Table of Contents
PART 1: UNDERSTANDING MARKETING MANAGEMENT
Chapter 1: Defining Marketing for the 21st Century
Chapter 2: Developing Marketing Strategies and Plans
PART 2: CAPTURING MARKETING INSIGHTS
Chapter 3: Gathering Information and Scanning the Environment
Chapter 4: Conducting Marketing Research and Forecasting Demand
PART 3: CONNECTING WITH CUSTOMERS
Chapter 5: Creating Customer Value, Satisfaction, and Loyalty
Chapter 6: Analyzing Consumer Markets
Chapter 7: Analyzing Business Markets
Chapter 8: Identifying Market Segments and Targets
PART 4: BUILDING STRONG BRANDS
Chapter 9: Creating Brand Equity
Chapter 10: Crafting the Brand Positioning
Chapter 11: Dealing with Competition
PART 5: SHAPING THE MARKET OFFERINGS
Chapter 12: Setting Product Strategy
Chapter 13: Designing and Managing Services
Chapter 14: Developing Pricing Strategies and Programs
PART 6: DELIVERING VALUE
Chapter 15: Designing and Managing Integrated Marketing Channels
Chapter 16: Managing Retailing, Wholesaling, and Logistics
PART 7: COMMUNICATING VALUE
Chapter 17: Designing and Managing Integrated Marketing Communications
Chapter 18: Managing Mass Communications: Advertising, Sales Promotions,
Events and Experiences, and Public Relations
Chapter 19: Managing Personal Communications: Direct and Interactive Marketing, Word-of-
Mouth, and Personal Selling
PART 8: CREATING SUCCESSFUL LONG-TERM GROWTH
Chapter 20: Introducing New Market Offerings
Chapter 21: Tapping into Global Markets
Chapter 22: Managing a Holistic Marketing Organization for the Long-Run