Summary |
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 Demand
PART 3 - Connecting with Customers
Chapter 5 - Creating Customer Value, Satisfaction, and Loyalty
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 Positioning
Chapter 11 - Dealing with Competition
PART 5 - Shaping the Market Offerings
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 Value Networks and Channels
Chapter 16 - Managing Retailing, Wholesaling, and Logistics
PART 7 - Communicating Value
Chapter 17 - Designing and Managing Integrated Marketing Communication
Chapter 18 - Managing Mass Communications: Advertising, Sales Promotions, Events, and Public Relations
Chapter 19 - Managing Personal Communications: Direct Marketing and Personal Selling
PART 8 - Creating Successful Long – Term Growth
Chapter 20 - Introducing new Market Offerings
Chapter 21 - Tapping into Global Markets
Chapter 22 - Managing a Holistic Marketing Organization
|
