Description
Table of Contents
PART I: FUNDAMENTALS OF MARKETING MANAGEMENT
1. Defining Marketing for the New Realities
2. Marketing Planning and Management
PART II: UNDERSTANDING THE MARKET
3. Analyzing Consumer Markets
4. Analyzing Business Markets
5. Conducting Marketing Research
PART III: DEVELOPING A WINNING MARKETING STRATEGY
6. Identifying Market Segments and Target Customers
7. Crafting a Customer Value Proposition and Positioning
PART IV: DESIGNING VALUE
8. Designing and Managing Products
9. Designing and Managing Services
10. Building Strong Brands
11. Managing Pricing and Sales Promotions
PART V: COMMUNICATING VALUE
12. Managing Marketing Communications
13. Designing an Integrated Marketing Campaign in the Digital Age
14. Personal Selling and Direct Marketing
PART VI: DELIVERING VALUE
15. Designing and Managing Distribution Channels
16. Managing Retailing
PART VII: MANAGING GROWTH
17. Driving Growth in Competitive Markets
18. Developing New Market Offerings
19. Building Customer Loyalty
20. Tapping into Global Markets
21. Socially Responsible Marketing
