A Framework for Marketing Management (GE) (6版)

PART I: INTRODUCTION TO MARKETING MANAGEMENT
Ch 1 Scope of Marketing for the New Realities
Ch 2 Marketing Strategies and Plans
Ch 3 Marketing Research and Analysis

PART II: CONNECTING WITH CUSTOMERS
Ch 4 Building Long-term Customer Relationships
Ch 5 Buying Dynamics of Consumer and Business

PART III: STRATEGIC BRAND MANAGEMENT
Ch 6 Target Marketing
Ch 7 Competitive and Effective Brand Positioning
Ch 8 Branding and Core Growth

PART IV: VALUE CREATION
Ch 9 Product Mix and New Offerings
Ch10 Analyzing and Marketing Services
Ch11 Concepts and Tools for Strategic Pricing

PART V: VALUE DELIVERY
Ch12 Developing and Managing Strategic and Integrated Marketing Channels
Ch13 Managing Retailing, Wholesaling, and Logistics

PART VI: VALUE COMMUNICATION
Ch14 Designing and Managing Integrated Marketing Communications
Ch15 Managing Mass Communications: Advertising, Sales Promotion, Events and Experiences, and Public Relations
Ch16 Managing Digital Communications: Online, Social Media, and Mobile
Ch17 Managing Personal Communications: Direct and Database Marketing and Personal Selling

PART VII: MANAGING THE MARKETING ORGANIZATION FOR LONG-TERM SUCCESS
Ch18 Responsible Marketing in a Global Environment