Marketing Management(GE)(15版)

PART I: UNDERSTANDING MARKETING MANAGEMENT
Ch 1 Defining Marketing for the New Realities
Ch 2 Developing Marketing Strategies and Plans

PART II:CAPTURING MARKETING INSIGHTS
Ch 3 Collecting Information and Forecasting Demand
Ch 4 Conducting Marketing Research

PART III: CONNECTING WITH CUSTOMERS
Ch 5 Creating Long-term Loyalty Relationships
Ch 6 Analyzing Consumer Markets
Ch 7 Analyzing Business Markets
Ch 8 Tapping into Global Markets

PART IV:BUILDING STRONG BRANDS
Ch 9 Identifying Market Segments and Targets
Ch10 Crafting the Brand Positioning
Ch11 Creating Brand Equity
Ch12 Addressing Competition and Driving Growth

PART V:CREATING VALUE
Ch13 Setting Product Strategy
Ch14 Designing and Managing Services
Ch15 Introducing New Market Offerings
Ch16 Developing Pricing Strategies and Programs

PART VI:DELIVERING VALUE
Ch17 Designing and Managing Integrated Marketing Channels
Ch18 Managing Retailing, Wholesaling, and Logistics

PART VII:COMMUNICATING VALUE
Ch19 Designing and Managing Integrated Marketing Communications
Ch20 Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations
Ch21 Managing Digital Communications: Online, Social Media and Mobile
Ch22 Managing Personal Communications: Direct and Database Marketing and Personal Selling

PART VIII:CONDUCTING MARKETING RESPONSIBLY FOR LONG-TERM SUCCESS
Ch23 Managing a Holistic Marketing Organization for the Long Run