Contents

Preface xx

Part 1 Understanding Marketing Management

Chapter 1 Defining Marketing For The New Relities

Chapter 2 Developing Marketing Strategies And Plans

Chapter 3 Creating Long Term Loyalty Relationships

Part 2 Capturing Marketing Insights

Chapter 4 Collecting Information And Forecasting Demand

Chapter 5 Conducting Marketing Research

Part 3 Connecting With Customers

Chapter 6 Analyzing Consumer Markets

Chapter 7 Analyzing Business Markets

Part 4 Building Strong Brands

Chapter 9 Identifying Market Segments And Targets 

Chapter 10 Crafting The Brand Positioning 

Chapter 11 Creating Brand Equity 

Chapter 12 Addressing Competition And Driving Growth 

Part 5 Creating Value

Chapter 13 Setting Product Strategy

Chapter 14 Designing And Managing Services

Chapter 15 Introducing New Market Offerings

Chapter 16 Developing Pricing Strategies And Programs

Part 6 Communicating Value

Chapter 17 Designing And Managing Integrated Marketing Communications 

Chapter 18 Managing Mass Communications Advertising Sales Promotions Events And Experiences And Public Relations

Chapter 19 Managing Digital Communications Online Social Media ANd Mobile 

Chapter 20 Managing Personal Communications Direct And Database Marketing And Personal Selling

Part 7 Delivering Value

Chapter 21 Designing And Managing Integrated Marketing Channels

Chapter 22 Managing Retailing Wholesaling And Logistics 

Parts 8 Conducting Marketing Responsibly For Long Term Success

Chapter 23 Managing A Holistic Marketing Organization For The Long Run

Appendix Sonic Marketing Pian ANd Exercises

Glossary