Marketing management

Beskrivelse

For the MBA Marketing Management course and/or undergraduate capstone marketing strategy course. This is the #1 selling marketing management textbook worldwide because it consistently delivers on its brand promise: to be the first to reflect changes in marketing theory and practice.

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Understanding Marketing Management *Chapter 1 -- Defining Marketing for the 21st Century *Chapter 2 -- Developing Marketing Strategies & Plans Part II. Capturing Marketing Insights *Chapter 3 -- Gathering Information & Scanning the Environment *Chapter 4 -- Conducting Marketing Research & Forecasting Demand Part III. Connecting with Customers *Chapter 5 -- Creating Customer Value, Satisfaction, & Loyalty *Chapter 6 -- Analyzing Consumer Markets *Chapter 7 -- Analyzing Business Markets *Chapter 8 -- Identifying Market Segments & Targets Part IV. Building Strong Brands *Chapter 9 -- Creating Brand Equity *Chapter 10 -- Crafting the Brand Positioning *Chapter 11 -- Dealing with Competition Part V. Shaping the Market Offerings *Chapter 12 -- Setting Product Strategy *Chapter 13 -- Designing & Managing Services *Chapter 14 -- Developing Pricing Strategies & Programs Part VI. Delivering Value *Chapter 15 -- Designing & Managing Value Networks & Channels *Chapter 16 -- Managing Retailing, Wholesaling & Logistics Part VII. Communicating Value *Chapter 17 -- Designing & Managing Integrated Marketing Communications *Chapter 18 -- Managing Mass Communications: Advertising, Sales Promotion, Events & Public Relations *Chapter 19 -- Managing Personal Communications: Direct Marketing & the Sales Force Part VIII. Creating Long-Term Growth *Chapter 20 -- Introducing New Market Offerings *Chapter 21 -- Tapping into Global Markets *Chapter 22 -- Managing a Holistic Marketing Organization