Table of Contents

• I: Understanding Marketing Management
• 1.Defining Marketing for the New Realities
• 2.Developing and Implementing Marketing Strategies and Plans
• 3.Capturing Marketing Insights and Forecasting Demand
• II: Connecting with Customers
• 4.Creating Long-term Loyalty Relationships
• 5. Analyzing Consumer and Business Markets
• III: Building Strong Brands
• 6.Identifying Market Segments and Targets
• 7.Crafting the Brand Positioning
• 8.Creating Brand Equity and Driving Growth
• IV: Shaping the Market Offerings
• 9. Setting Product Strategy and Introducing New Offerings
• 10. Designing and Managing Services
• 11. Developing Pricing Strategies and Programs
• V: Delivering Value
• 12. Designing and Managing Integrated Marketing Channels
• 13. Managing Retailing, Wholesaling, and Logistics
• VI: Communicating Value
• 14. Designing and Managing Integrated Marketing Communications
• 15. Managing Digital Communications
• 16. Managing Mass Communications
• 17. Managing Personal Communications
• VII: Managing the Marketing Organization for Long-Term Success
• 18. Conducting Marketing Responsibly in the Global Economy