Preface
Part 1. Introduction to Marketing Management
Chapter 1. Scope of Marketing for New Realities
Chapter 2. Marketing Strategies and Plans
Chapter 3. Marketing Research and Analysis
Part 2. Connecting with Customers
Chapter 4. Building Long-Term Customer Relationships
Chapter 5. Buying Dynamics of Consumers and Businesses
Part 3. Strategic Brand Management
Chapter 6. Target Marketing
Chapter 7. Competitive and Effective Brand Positioning
Chapter 8. Branding and Core Business Growth
Part 4. Value Creation
Chapter 9. Product Mix and New Offerings
Chapter 10. Analyzing and Marketing Services
Chapter 11. Concepts and Tools for Strategic Pricing
Part 5. Value Delivery
Chapter 12. Developing and Managing Strategic and Integrated Marketing Channels
Chapter 13. Managing Retailing, Wholesaling, and Logistics
Part 6. Value Communication
Chapter 14. Designing and Managing Integrated Marketing Communications
Chapter 15. Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations
Chapter 16. Managing Digital Communications: Online, Social Media, and Mobile
Chapter 17. Managing Personal Communications: Direct and Database Marketing and Personal Selling
Part 7. Managing the Marketing Organization for Long-Term Success
Chapter 18. Responsible Marketing in a Global Environment
Glossary
Brand, Company, and Name Index
Subject Index

*The digital edition does not include access codes to additional material or programs mentioned in the book.