PART I: UNDERSTANDING MARKETING MANAGEMENT

Ch 1 Defining Marketing for the New Realities

Ch 2 Developing Marketing Strategies and Plans



PART II:CAPTURING MARKETING INSIGHTS

Ch 3 Collecting Information and Forecasting Demand

Ch 4 Conducting Marketing Research



PART III: CONNECTING WITH CUSTOMERS

Ch 5 Creating Long-term Loyalty Relationships

Ch 6 Analyzing Consumer Markets

Ch 7 Analyzing Business Markets

Ch 8 Tapping into Global Markets



PART IV:BUILDING STRONG BRANDS

Ch 9 Identifying Market Segments and Targets

Ch10 Crafting the Brand Positioning

Ch11 Creating Brand Equity

Ch12 Addressing Competition and Driving Growth



PART V:CREATING VALUE

Ch13 Setting Product Strategy

Ch14 Designing and Managing Services

Ch15 Introducing New Market Offerings

Ch16 Developing Pricing Strategies and Programs



PART VI:DELIVERING VALUE

Ch17 Designing and Managing Integrated Marketing Channels

Ch18 Managing Retailing, Wholesaling, and Logistics



PART VII:COMMUNICATING VALUE

Ch19 Designing and Managing Integrated Marketing Communications

Ch20 Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations

Ch21 Managing Digital Communications: Online, Social Media and Mobile

Ch22 Managing Personal Communications: Direct and Database Marketing and Personal Selling



PART VIII:CONDUCTING MARKETING RESPONSIBLY FOR LONG-TERM SUCCESS

Ch23 Managing a Holistic Marketing Organization for the Long Run