Page 7 - Marketing Management

Brief Contents

Preface xvi

PART 1 Understanding Marketing Management 2
Chapter 1 Defining Marketing for the 21st Century 2
Chapter 2 Developing Marketing Strategies and Plans 32

PART 2 Capturing Marketing Insights 66
Chapter 3 Collecting Information and Forecasting Demand 66
Chapter 4 Conducting Marketing Research 96

PART 3 Connecting with Customers 122
Chapter 5 Creating Long-term Loyalty Relationships 122
Chapter 6 Analyzing Consumer Markets 150
Chapter 7 Analyzing Business Markets 182
Chapter 8 Identifying Market Segments and Targets 212

PART 4 Building Strong Brands 240
Chapter 9 Creating Brand Equity 240
Chapter 10 Crafting the Brand Positioning 274
Chapter 11 Competitive Dynamics 298

PART 5 Shaping the Market Offerings 324
Chapter 12 Setting Product Strategy 324
Chapter 13 Designing and Managing Services 354
Chapter 14 Developing Pricing Strategies and Programs 382

PART 6 Delivering Value 414
Chapter 15 Designing and Managing Integrated Marketing Channels 414
Chapter 16 Managing Retailing, Wholesaling, and Logistics 446

PART 7 Communicating Value 474
Chapter 17 Designing and Managing Integrated Marketing
Communications 474
Chapter 18 Managing Mass Communications: Advertising, Sales Promotions,
Events and Experiences, and Public Relations 502
Chapter 19 Managing Personal Communications: Direct and Interactive
Marketing, Word of Mouth, and Personal Selling 534

PART 8 Creating Successful Long-term Growth 566
Chapter 20 Introducing New Market Offerings 566
Chapter 21 Tapping into Global Markets 594
Chapter 22 Managing a Holistic Marketing Organization for the Long Run 620

Appendix: Sonic Marketing Plan A1
Endnotes E1
Glossary G1
Image Credits C1
Name Index I1
Company, Brand, and Organization Index I4
Subject Index I14

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