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.



Table of Contents :

Part I. 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









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.