Table of Contents

Part 1: Understanding Marketing Management

Chapter 1. Defining Marketing for the 21st Century

Chapter 2. Developing Marketing Strategies and Plans

Part 2: Capturing Marketing Insights

Chapter 3. Gathering Information and Scanning the Environment

Chapter 4. Conducting Marketing Research and Forecasting on Demand

Part 3: Connecting with Customers

Chapter 5. Creating Long-term Loyalty Relationships

Chapter 6. Analyzing Consumer Markets

Chapter 7. Analyzing Business Markets

Chapter 8. Identifying Market Segments and Targets

Part 4: Building Strong Brands

Chapter 9. Creating Brand Equity

Chapter 10. Crafting the Brand Position

Chapter 11. Competitive Dynamics

Part 5: Shaping the Market

Chapter 12. Setting Product Strategy

Chapter 13. Designing and Managing Services

Chapter 14. Developing Pricing Strategies and Programs

Part 6: Delivering Value

Chapter 15. Designing and Managing Integrated Marketing

Chapter 16. Managing Retailing, Wholesaling, and Logistics

Part 7: Communicating Value

Chapter 17. Designing and Managing Integrated Marketing Communications

Chapter 18. Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations

Chapter 19. Managing Personal Communications: Direct and Interactive Marketing, Word of Mouth, and Personal Selling

Part 8: Creating Successful Long-Term Growth

Chapter 20. Introducing New Marketing Offerings

Chapter 21. Tapping into Global Markets

Chapter 22. Managing a Holistic Marketing Organization