Marketing Management

Preface 17
Part 1 Understanding Marketing Management 24
Chapter 1 Defining Marketing for the New Realities 25
Chapter 2 Developing Marketing Strategies and Plans 57
Part 2 Capturing Marketing Insights 88
Chapter 3 Collecting Information and Forecasting Demand 89
Chapter 4 Conducting Marketing Research 121
Part 3 Connecting with Customers 148
Chapter 5 Creating Long-Term Loyalty Relationships 149
Chapter 6 Analyzing Consumer Markets 179
Chapter 7 Analyzing Business Markets 211
Chapter 8 Tapping into Global Markets 239
Part 4 Building Strong Brands 266
Chapter 9 Identifying Market Segments and Targets 267
Chapter 10 Crafting the Brand Positioning 297
Chapter 11 Creating Brand Equity 321
Chapter 12 Addressing Competition and Driving Growth 357
Part 5 Creating Value 388
Chapter 13 Setting Product Strategy 389
Chapter 14 Designing and Managing Services 421
Chapter 15 Introducing New Market Offerings 451
Chapter 16 Developing Pricing Strategies and Programs 483
Part 6 Delivering Value 514
Chapter 17 Designing and Managing Integrated Marketing Channels 515
Chapter 18 Managing Retailing, Wholesaling, and Logistics 549
Part 7 Communicating Value 578
Chapter 19 Designing and Managing Integrated Marketing Communications 579
Chapter 20 Managing Mass Communications: Advertising, Sales Promotions, Events
and Experiences, and Public Relations 607
Chapter 21 Managing Digital Communications: Online, Social Media, and Mobile 637
Chapter 22 Managing Personal Communications: Direct and Database Marketing and
Personal Selling 657
Part 8 Conducting Marketing Responsibly for Long-Term
Success 678
Chapter 23 Managing a Holistic Marketing Organization for the Long Run 679
Appendix: Sonic Marketing Plan and Exercises A1
Endnotes E1
Glossary G1
Name Index I1
Company, Brand, and Organization Index I5
Subject Index I18