PART I: INTRODUCTION TO MARKETING MANAGEMENT

Ch 1 Scope of Marketing for the New Realities

Ch 2 Marketing Strategies and Plans

Ch 3 Marketing Research and Analysis



PART II: CONNECTING WITH CUSTOMERS

Ch 4 Building Long-term Customer Relationships

Ch 5 Buying Dynamics of Consumer and Business



PART III: STRATEGIC BRAND MANAGEMENT

Ch 6 Target Marketing

Ch 7 Competitive and Effective Brand Positioning

Ch 8 Branding and Core Growth



PART IV: VALUE CREATION

Ch 9 Product Mix and New Offerings

Ch10 Analyzing and Marketing Services

Ch11 Concepts and Tools for Strategic Pricing



PART V: VALUE DELIVERY

Ch12 Developing and Managing Strategic and Integrated Marketing Channels

Ch13 Managing Retailing, Wholesaling, and Logistics



PART VI: VALUE COMMUNICATION

Ch14 Designing and Managing Integrated Marketing Communications

Ch15 Managing Mass Communications: Advertising, Sales Promotion, Events and Experiences, and Public Relations

Ch16 Managing Digital Communications: Online, Social Media, and Mobile

Ch17 Managing Personal Communications: Direct and Database Marketing and Personal Selling



PART VII: MANAGING THE MARKETING ORGANIZATION FOR LONG-TERM SUCCESS

Ch18 Responsible Marketing in a Global Environment