Contents

Part I - Understanding marketing management

1. Defining marketing for the new realities
2. Developing marketing strategies and plans

Part II - Capturing marketing insights

3. Collecting information and forecasting demand
4. Conducting marketing research

Part III - Connecting with customers

5. Creating long-term loyalty relationships
6. Analyzing consumer markets
7. Analyzing business markets
8. Tapping into global markets

Part IV - 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 V - Creating value

13. Setting product strategy
14. Designing and managing services
15. Introducing new market offerings
16. Developing pricing strategies and programs

Part VI - Delivering value

17. Designing and managing integrated marketing channels
18. Managing retailing, wholesaling, and logistics

Part VII - Communicating value

19. Designing and managing integrated marketing communications
20. Managing mass communications: advertising, sales promotions, events and experiences, and public relations
21. Managing digital communications: online, social media, and mobile
22. Managing personal communications: direct and database marketing and personal selling

Part VIII - Conducting marketing responsibly for long-term success

23. Managing a holistic marketing organization for the long run