目录

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 Integrated Marketing Channels Chapter 16: Managing Retailing, Wholesaling, and Logistics PART 7: COMMUNICATING VALUE Chapter 17: Designing and Managing Integrated Marketing Communications Chapter 18: Managing Mass Communications: Advertising, Sales Promotions, Events, and Public Relations Chapter 19: Managing Personal Communications: Direct and Interactive 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

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