Table of Contents

Part 1: Understanding Marketing ManagementChapter 1. Defining Marketing for the 21st CenturyChapter 2. Developing Marketing Strategies and PlansPart 2: Capturing Marketing InsightsChapter 3. Gathering Information and Scanning the EnvironmentChapter 4. Conducting Marketing Research and Forecasting on DemandPart 3: Connecting with CustomersChapter 5. Creating Long-term Loyalty RelationshipsChapter 6. Analyzing Consumer MarketsChapter 7. Analyzing Business MarketsChapter 8. Identifying Market Segments and TargetsPart 4: Building Strong BrandsChapter 9. Creating Brand EquityChapter 10. Crafting the Brand PositionChapter 11. Competitive DynamicsPart 5: Shaping the MarketChapter 12. Setting Product StrategyChapter 13. Designing and Managing ServicesChapter 14. Developing Pricing Strategies and ProgramsPart 6: Delivering ValueChapter 15. Designing and Managing Integrated Marketing Chapter 16. Managing Retailing, Wholesaling, and LogisticsPart 7: Communicating ValueChapter 17. Designing and Managing Integrated Marketing CommunicationsChapter 18. Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public RelationsChapter 19. Managing Personal Communications: Direct and Interactive Marketing, Word of Mouth, and Personal SellingPart 8: Creating Successful Long-Term GrowthChapter 20. Introducing New Marketing OfferingsChapter 21. Tapping into Global MarketsChapter 22. Managing a Holistic Marketing Organization