PART 1 UNDERSTANDING MARKETING MANAGEMENT
1.Defining Marketing for the 21st Century
2.Developing Marketing Strategies and Plans
3.Collecting Information and Forecasting Demand
PART 2 CONNECTING WITH CUSTOMERS
4.Creating Long-term Loyalty Relationships
5.Analyzing Consumer Markets
6.Analyzing Business Markets
7.Identifying Market Segments and Targets
PART 3 BUILDING STRONG BRANDS
8.Creating Brand Equity
9.Crafting the Brand Positioning and Competing Effectively
PART 4 SHAPING THE MARKET OFFERINGS
10.Setting Product Strategy and Marketing Through the Life Cycle
11.Designing and Managing Services
12.Developing Pricing Strategies and Programs
PART 5 DELIVERING VALUE
13.Designing and Managing Integrated Marketing Channels
14.Managing Retailing, Wholesaling, and Logistics
PART 6 COMMUNICATING VALUE
15.Designing and Managing Integrated Marketing Communications
16.Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations
17.Managing Personal Communications: Direct and Interactive Marketing, Word of Mouth, and Personal Selling
PART 7 CREATING SUCCESSFUL LONG-TERM GROWTH
18.Managing Marketing in the Global Economy Glossary
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