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Marketing Management, Global Edition


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Table of Contents

  • Part 1. Understanding Marketing Management
  • 1. Defining Marketing for the New Realities
  • 2. Developing Marketing Strategies and Plans
  • Part 2. Capturing Marketing Insights
  • 3. Collecting Information and Forecasting Demand
  • 4. Conducting Marketing Research
  • Part 3. Connecting with Customers
  • 5. Creating Long-term Loyalty Relationships
  • 6. Analyzing Consumer Markets
  • 7. Analyzing Business Markets
  • 8. Tapping into Global Markets
  • Part 4. Building Strong Brands
  • 9. Identifying Market Segments and Targets
  • 10. Crafting the Brand Positioning
  • 11. Creating Brand Equity
  • 12. Addressing Competition and Driving Growth
  • Part 5. Shaping the Market Offerings
  • 13. Setting Product Strategy
  • 14. Designing and Managing Services
  • 15. Introducing New Market Offerings
  • 16. Developing Pricing Strategies and Programs
  • Part 6. Delivering Value
  • 17. Designing and Managing Integrated Marketing Channels
  • 18. Managing Retailing, Wholesaling, and Logistics
  • Part 7. Communicating Value
  • 19. Designing and Managing Integrated Marketing Communications
  • 20. Managing Digital Communications: Online, Social Media and Mobile Marketing
  • 21. Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations
  • 22. Managing Personal Communications: Direct Marketing, Word of Mouth, and Personal Selling
  • Part 8. Managing the Marketing Organization
  • 23. Managing a Holistic Marketing Organization for the Long Run

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