Marketing Management

Part 1 Understanding Marketing Management
Chapter 1 Defining Marketing for the New Realities
Chapter 2 Developing Marketing Strategies and Plans
Chapter 3 Creating Long-Term Loyalty Relationships

Part 2 Capturing Marketing Insights
Chapter 4 Collecting Information and Forecasting Demand
Chapter 5 Conducting Marketing Research

Part 3 Connecting with Customers
Chapter 6 Analyzing Consumer Markets
Chapter 7 Analyzing Business Markets
Chapter 8 Tapping into Global Markets

Part 4 Building Strong Brands
Chapter 9 Identifying Market Segments and Targets
Chapter 10 Crafting the Brand Positioning
Chapter 11 Creating Brand Equity
Chapter 12 Addressing Competition and Driving Growth

Part 5 Creating Value
Chapter 13 Setting Product Strategy
Chapter 14 Designing and Managing Services
Chapter 15 Introducing New Market Offerings
Chapter 16 Developing Pricing Strategies and Programs

Part 6 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 Digital Communications: Online, Social Media, and Mobile
Chapter 20 Managing Personal Communications: Direct and Database Marketing
and Personal Selling

Part 7 Delivering Value
Chapter 21 Designing and Managing Integrated Marketing Channels
Chapter 22 Managing Retailing, Wholesaling, and Logistics

Part 8 Conducting Marketing Responsibly for Long-Term Success
Chapter 23 Managing a Holistic Marketing Organization for the Long Run

Appendix: Sonic Marketing Plan and Exercises
Endnotes
Glossary

Salient Features
• In-text boxes like Marketing Insights and Marketing Memo boxes provide vivid illustrations of chapter concepts using actual companies and situations
• Address today's economic, environmental, and technological changes in marketing
• Four key dimensions of holistic marketing—internal marketing, integrated marketing, relationship marketing, and performance marketing—are woven throughout the text.