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 Public Relations

Chapter 19:  Managing Personal Communications: Direct and Interactive Marketing 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