Preface
PART 1 Understanding marketing management
CHAPTER 1 Defining marketing for the new realities
CHAPTER 2 Understanding marketing management within a global context
CHAPTER 3 Developing marketing strategies and plans
CHAPTER 4 Managing digital technology in marketing
PART 2 Capturing marketing insights
CHAPTER 5 The changing marketing environment and information management
CHAPTER 6 Managing market research and forecasting
CHAPTER 7 Analysing consumer markets
CHAPTER 8 Analysing business markets
CHAPTER 9 Dealing with competition
PART 3 Connecting with Customers
CHAPTER 10 Seeking and developing target marketing differentiation strategies
CHAPTER 11 Creating customer value, satisfaction and loyalty
CHAPTER 12 Building strong brands
CHAPTER 13 Digital and global brand management strategies
PART 4 Shaping and pricing the market offering
CHAPTER 14 Designing, developing and managing market offerings
CHAPTER 15 Introducing new market offerings
CHAPTER 16 Developing and managing pricing strategies
PART 5 Communicating value
CHAPTER 17 Designing and managing non- personal marketing communications
CHAPTER 18 Managing personal communications
PART 6 Delivering value
CHAPTER 19 Designing and managing distribution channels and global value networks
CHAPTER 20 Managing process, people (frontline staff) and physical evidence
PART 7 Managing marketing implementation and control
CHAPTER 21 Implementing marketing management
CHAPTER 22 Managing marketing metrics
Glossary

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