Table of Contents

• Part 1. Understanding Marketing Management
• 1. Defining Marketing for the New Realities
• 2. Developing Marketing Strategies and Plans
• Part 2. Capturing Marketing Insights
• 3. Collecting Information and Forecasting Demand
• 4. Conducting Marketing Research
• Part 3. Connecting with Customers
• 5. Creating Long-term Loyalty Relationships
• 6. Analyzing Consumer Markets
• 7. Analyzing Business Markets
• 8. Tapping into Global Markets
• Part 4. Building Strong Brands
• 9. Identifying Market Segments and Targets
• 10. Crafting the Brand Positioning
• 11. Creating Brand Equity
• 12. Addressing Competition and Driving Growth
• Part 5. Shaping the Market Offerings
• 13. Setting Product Strategy
• 14. Designing and Managing Services
• 15. Introducing New Market Offerings
• 16. Developing Pricing Strategies and Programs
• Part 6. Delivering Value
• 17. Designing and Managing Integrated Marketing Channels
• 18. Managing Retailing, Wholesaling, and Logistics
• Part 7. Communicating Value
• 19. Designing and Managing Integrated Marketing Communications
• 20. Managing Digital Communications: Online, Social Media and Mobile Marketing
• 21. Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations
• 22. Managing Personal Communications: Direct Marketing, Word of Mouth, and Personal Selling
• Part 8. Managing the Marketing Organization
• 23. Managing a Holistic Marketing Organization for the Long Run