PART I: UNDERATANDING 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 Customer Value, satisfaction, and Loyalty

Ch 6 Analyzing Consumer Markets

Ch 7 Analyzing Business Markets

Ch 8 Identifying Market Segments and Targets



PART IV: BUILDING STRONG BRANDS

Ch 9 Creating Brand Equity

Ch10 Crafting the Brand Positioning

Ch11 Competitive Dynamics



PART V: SHAPPING THE MARKET OFFERINGS

Ch12 Setting Product Strategy

Ch13 Designing and Managing Services

Ch14 Developing Pricing Strategies and Programs



PART VI: DELIVERING VALUE

Ch15 Designing and Managing Marketing Channels and Value Networks

Ch16 Managing Retailing, Wholesaling, and Logistics



PART VII: COMMUNICATING VALUE

Ch17 Designing and Managing Integrated Marketing Communications

Ch18 Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations

Ch19 Managing Digital Communications: Online, Social Media and Mobile

Ch20 Managing Personal Communications: Direct Marketing, Word of Mouth, and Personal Selling



PART VIII: CREATING SUCCESSFUL LONG-TERM GROWTH

Ch21 Introducing New Market Offerings

Ch22 Tapping into Global Markets

Ch23 Managing a Holistic Marketing Organization