Marketing Management 7/e

PART 1 understanding Marketing Management
1 Defining Marketing for the New Realities
2 Developing Marketing Strategies and Plans 

PART 2 Capturing Marketing Insights
3 Gathering Information and Forecasting Demand
4 Conducting Marketing Research 

PART 3 Connecting with Customers
5 Creating Customer Value, Satisfaction, and Loyalty
6 Analyzing Consumer Markets
7 Analyzing Business Markets
8 Identifying Market Segments and Targets 

PART 4 Building Strong Brands
9 Creating Brand Equity
10 Crafting the Brand Positioning
11 Competitive Dynamics 

PART 5 Shaping the Market Oerings
12 Setting Product Strategy
13 Designing and Managing Services
14 Developing Pricing Strategies and programs 

PART 6 Delivering Value
15 Designing and Managing Marketing channels and Value Networks
16 Managing Retailing Wholoesaling, and Logistics 

PART 7 Communicating Value
17 Designing and Managing Integrated Marketing Communications
18 Managing Mass Communications: Advertising, Sales Promotions, Events, and Public Relations
19 Managing Digital Communications: Online, Social Media, and Mobile
20 Managing Personal Communications: Direct and Database Marketing and Personal Selling 

PART 8 Creating successful Long-Term Growth
21 Introducing New Market Offerings
22 Tapping into Global Markets
23 Managing a Holistic Marketing Organization