Marketing Management

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 on Demand Part 3: Connecting with Customers Chapter 5. Creating Long-term Loyalty Relationships 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 Position Chapter 11. Competitive Dynamics Part 5: Shaping the Market 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 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 Marketing Offerings Chapter 21. Tapping into Global Markets Chapter 22. Managing a Holistic Marketing Organization