Framework for Marketing Management, A, Global Edition

 



I: Understanding Marketing Management
1.Defining Marketing for the New Realities
2.Developing and Implementing Marketing Strategies and Plans
3.Capturing Marketing Insights and Forecasting Demand
II: Connecting with Customers
4.Creating Long-term Loyalty Relationships
5. Analyzing Consumer and Business Markets
III: Building Strong Brands
6.Identifying Market Segments and Targets
7.Crafting the Brand Positioning
8.Creating Brand Equity and Driving Growth
IV: Shaping the Market Offerings
9. Setting Product Strategy and Introducing New Offerings
10. Designing and Managing Services
11. Developing Pricing Strategies and Programs
V: Delivering Value
12. Designing and Managing Integrated Marketing Channels
13. Managing Retailing, Wholesaling, and Logistics
VI: Communicating Value
14. Designing and Managing Integrated Marketing Communications
15. Managing Digital Communications
16. Managing Mass Communications
17. Managing Personal Communications
VII: Managing the Marketing Organization for Long-Term Success
18. Conducting Marketing Responsibly in the Global Economy