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• Title Page
• Copyright Page
• Acknowledgments
• Contents
• Preface
• Part 1 Introduction to Marketing Management
• 1 Scope of Marketing for New Realities
• Marketing Management at Unilever
• The Value of Marketing
• The Scope of Marketing
• Core Marketing Concepts
• The New Marketing Realities
• Company Orientation Toward the Marketplace
• Updating The Four Ps
• Marketing Management Tasks
• Executive Summary
• Notes
• 2 Marketing Strategies and Plans
• Marketing Management at Hewlett-Packard
• Marketing and Customer Value
• Corporate and Division Strategic Planning
• Business Unit Strategic Planning
• The Marketing Plan
• Marketing Implementation, Control, and Performance
• Executive Summary
• Notes
• 3 Marketing Research and Analysis
• Marketing Management at Campbell Soup Company
• The Marketing Information System and Marketing Intelligence
• The Marketing Research System
• Forecasting and Demand Measurement
• Analyzing the Macroenvironment
• Executive Summary
• Notes
• Part 2 Connecting with Customers
• 4 Building Long-Term Customer Relationships
• Marketing Management at Pandora
• Building Customer Value, Satisfaction, and Loyalty
• Maximizing Customer Lifetime Value
• Cultivating Customer Relationships
• Executive Summary
• Notes
• 5 Buying Dynamics of Consumers and Businesses
• Marketing Management at Cisco
• What Influences Consumer Behavior?
• Key Psychological Processes
• The Consumer Buying Decision Process
• What is Organizational Buying?
• Participants in the Business Buying Process
• Stages in the Business Buying Process
• Managing Business-to-Business Customer Relationships
• Executive Summary
• Notes
• Part 3 Strategic Brand Management
• 6 Target Marketing
• Marketing Management at LinkedIn
• Bases for Segmenting Consumer Markets
• Bases for Segmenting Business Markets
• Market Targeting
• Executive Summary
• Notes
• 7 Competitive and Effective Brand Positioning
• Marketing Management at Burberry
• Developing and Establishing a Brand Positioning
• Competitive Strategies for Market Leaders
• Other Competitive Strategies
• Executive Summary
• Notes
• 8 Branding and Core Business Growth
• Marketing Management at Gatorade
• How Does Branding Work?
• Defining Brand Equity
• Building Brand Equity
• Measuring and Managing Brand Equity
• Devising a Branding Strategy
• Customer Equity
• Driving Growth
• Executive Summary
• Notes
• Part 4 Value Creation
• 9 Product Mix and New Offerings
• Marketing Management at Lexus
• Product Characteristics and Classifications
• Differentiation
• Product and Brand Relationships
• Packaging, Labeling, Warranties, and Guarantees
• Managing New Products
• The Consumer-Adoption Process
• Product Life-Cycle Marketing Strategies
• Executive Summary
• Notes
• 10 Analyzing and Marketing Services
• Marketing Management at Emirates Airline
• The Nature of Services
• The New Services Realities
• Managing Service Quality
• Managing Product-Support Services
• Executive Summary
• Notes
• 11 Concepts and Tools for Strategic Pricing
• Marketing Management at Ryanair
• Understanding Pricing
• Setting the Price
• Adapting the Price
• Initiating and Responding to Price Changes
• Executive Summary
• Notes
• Part 5 Value Delivery
• 12 Developing and Managing Strategic and Integrated Marketing Channels
• Marketing Management at IKEA
• Marketing Channels and Value Networks
• The Role of Marketing Channels
• Channel-Design Decisions
• Channel-Management Decisions
• Channel Integration and Systems
• E-Commerce and M-Commerce Marketing Practices
• Channel Conflict, Cooperation, and Competition
• Executive Summary
• Notes
• 13 Managing Retailing, Wholesaling, and Logistics
• Marketing Management at Warby Parker
• Retailing
• Private Labels
• Wholesaling
• Market Logistics
• Executive Summary
• Notes
• Part 6 Value Communication
• 14 Designing and Managing Integrated Marketing Communications
• Marketing Management at Volkswagen
• The Role of Marketing Communications
• Developing Effective Communications
• Selecting the Marketing Communications Mix
• Managing the Integrated Marketing Communications Process
• Executive Summary
• Notes
• 15 Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public R
• Marketing Management at Procter & Gamble
• Developing and Managing an Advertising Program
• Sales Promotion
• Events and Experiences
• Public Relations
• Executive Summary
• Notes
• 16 Managing Digital Communications: Online, Social Media, and Mobile
• Marketing Management at PepsiCo
• Online Marketing
• Social Media
• Word of Mouth
• Mobile Marketing
• Executive Summary
• Notes
• 17 Managing Personal Communications: Direct and Database Marketing and Personal Selling
• Marketing Management at StarHub
• Direct Marketing
• Personal Selling and the Sales Force
• Managing the Sales Force
• Executive Summary
• Notes
• Part 7 Managing the Marketing Organization for Long-Term Success
• 18 Responsible Marketing in a Global Environment
• Marketing Management at Patagonia
• Competing On a Global Basis
• Internal Marketing
• Socially Responsible Marketing
• Executive Summary
• Notes
• Glossary
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• Brand, Company, and Name Index
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• Subject Index
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