PART I: UNDERATANDING MARKETING MANAGEMENT
Ch 1 Defining Marketing for the New Realities
Ch 2 Developing Marketing Strategies and Plans
PART II: CAPTURING MARKETING INSIGHTS
Ch 3 Collecting Information and Forecasting Demand
Ch 4 Conducting Marketing Research
PART III: CONNECTING WITH CUSTOMERS
Ch 5 Creating Customer Value, satisfaction, and Loyalty
Ch 6 Analyzing Consumer Markets
Ch 7 Analyzing Business Markets
Ch 8 Identifying Market Segments and Targets
PART IV: BUILDING STRONG BRANDS
Ch 9 Creating Brand Equity
Ch10 Crafting the Brand Positioning
Ch11 Competitive Dynamics
PART V: SHAPPING THE MARKET OFFERINGS
Ch12 Setting Product Strategy
Ch13 Designing and Managing Services
Ch14 Developing Pricing Strategies and Programs
PART VI: DELIVERING VALUE
Ch15 Designing and Managing Marketing Channels and Value Networks
Ch16 Managing Retailing, Wholesaling, and Logistics
PART VII: COMMUNICATING VALUE
Ch17 Designing and Managing Integrated Marketing Communications
Ch18 Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations
Ch19 Managing Digital Communications: Online, Social Media and Mobile
Ch20 Managing Personal Communications: Direct Marketing, Word of Mouth, and Personal Selling
PART VIII: CREATING SUCCESSFUL LONG-TERM GROWTH
Ch21 Introducing New Market Offerings
Ch22 Tapping into Global Markets
Ch23 Managing a Holistic Marketing Organization
