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• Marketing Management
• About this Publication
• Preface
• Key Features
• Resources for Professors
• About the Author
• Dedication
• Brief Table of Contents
• Detailed Table of Contents
• PART 1: Marketing Foundation
• CH 01: The Nature of Marketing Management
• 1.1 Chapter Overview
• 1.2 The Nature of Marketing Management
• 1.3 The Fields of Marketing and Management
• 1.4 Marketing Management Process
• 1.5 A Customer Service Failure
• 1.6 Customer Service Champions
• 1.7 Marketing Management Decisions
• 1.8 The Design of This Book
• Chapter Summary
• Chapter Terms
• Review Questions
• Customer Corner
• Discussion and Critical Thinking Questions
• Chapter 1 Case: The New Arcade Manager
• Endnotes
• CH 02: Building a Customer-Oriented Marketing Department
• 2.1 Chapter Overview
• 2.2 Developing a Successful Management Style
• 2.3 Providing Effective Leadership
• 2.4 Making Quality Decisions
• 2.5 Customer-Oriented Culture
• 2.6 Motivating Employees
• 2.7 Empowering and Engaging Employees
• 2.8 Inspiring Creativity
• 2.9 Handling Personal and Employee Stress
• Chapter Summary
• Chapter Terms
• Review Questions
• Customer Corner
• Discussion and Critical Thinking Questions
• Chapter 2 Case: The New Boss
• Endnotes
• CH 03: Market Analysis
• 3.1 Chapter Overview
• 3.2 Market Analysis
• 3.3 Environmental Analysis
• 3.4 Competitive/Industry Analysis
• 3.5 Analysis of Product Positioning
• 3.6 Market Segment Analysis
• 3.7 Customer Analysis
• 3.8 Consumer Buying Decision-Making
• 3.9 Sales Forecasting
• 3.10 Financial Market Analysis
• Chapter Summary
• Chapter Terms
• Review Questions
• Customer Corner
• Discussion and Critical Thinking Questions
• Marketing Financial Analysis
• Chapter 3 Case: Scooping up Success?
• Endnotes
• CH 04: Brand Management
• 4.1 Chapter Overview
• 4.2 Branding
• 4.3 Brand Equity
• 4.4 Brand Identity
• 4.5 Brand Strategy Decisions
• 4.6 Financial Impact of Brand Decisions
• 4.7 Protecting the Brand
• Chapter Summary
• Chapter Terms
• Review Questions
• Customer Corner
• Discussion and Critical Thinking Questions
• Marketing Financial Analysis
• Chapter 4 Case: Kelli Fashion Boutique
• Endnotes
• PART 2: Managing Customer Acquisition and Retention
• CH 05: Customer Acquisition
• 5.1 Chapter Overview
• 5.2 The Product Life Cycle
• 5.3 Customer Acquisition Strategies
• 5.4 Market Penetration
• 5.5 Market Development
• 5.6 Product Development
• 5.7 Diversification
• 5.8 In-Store Marketing
• 5.9 Financial Impact of Customer Acquisition Strategies
• Chapter Summary
• Chapter Terms
• Review Questions
• Customer Corner
• Discussion and Critical Thinking Questions
• Marketing Financial Analysis
• Chapter 5 Case: Horses and Dogs
• Endnotes
• CH 06: Pricing
• 6.1 Chapter Overview
• 6.2 Price Considerations
• 6.3 Pricing Strategies and Objectives
• 6.4 Pricing of Services
• 6.5 Pricing New Products
• 6.6 Price Discounts
• 6.7 Changing Prices of Existing Products
• 6.8 Legal and Ethical Pricing Issues
• 6.9 Financial Analysis of Pricing Decisions
• Chapter Summary
• Chapter Terms
• Review Questions
• Customer Corner
• Discussion and Critical Thinking Questions
• Marketing Financial Analysis
• Chapter 6 Case : Pricing: That’s How the Cookie Crumbles
• Endnotes
• CH 07: Sales Promotions
• 7.1 Chapter Overview
• 7.2 Objectives of Promotions
• 7.3 Managing Consumer Promotions
• 7.4 Types of Consumer Promotions
• 7.5 Types of Consumers
• 7.6 Trade Promotions
• 7.7 Financial Analysis of Promotions
• Chapter Summary
• Chapter Terms
• Review Questions
• Customer Corner
• Discussion and Critical Thinking Questions
• Marketing Financial Analysis
• Chapter 8 Case: Barney’s Bookstore
• Endnotes
• CH 08: Advertising and Alternative Marketing
• 8.1 Chapter Overview
• 8.2 Advertising Management
• 8.3 Establishing Advertising Objectives
• 8.4 Creating an Advertising Budget
• 8.5 Choosing an Advertising Agency
• 8.6 Overseeing an Advertising Program
• 8.7 Alternative Marketing Programs
• 8.8 Assessing Advertising Effectiveness
• 8.9 Financial Analysis of Alternative Marketing
• Chapter Summary
• Chapter Terms
• Review Questions
• Customer Corner
• Discussion and Critical Thinking Questions
• Marketing Financial Analysis
• Chapter 8 Case: Wild West Rodeo
• Endnotes
• CH 09: Data-Driven Marketing
• 9.1 Chapter Overview
• 9.2 Data Warehouse
• 9.3 Data Warehouse Functions
• 9.4 The Data in the Data Warehouse
• 9.5 Analytical Data
• 9.6 Big Data and Data Mining
• 9.7 Data-Driven Marketing Programs
• 9.8 Marketing Financial Analysis
• Chapter Summary
• Chapter Terms
• Review Questions
• Customer Corner
• Discussion and Critical Thinking Questions
• Marketing Financial Analysis
• Chapter 9 Case: Majestic Mountain Ski Resort
• Endnotes
• CH 10: Personal Selling
• 10.1 Chapter Overview
• 10.2 Retail Selling
• 10.3 The Business-to-Business Selling Function
• 10-4 Relationship Selling
• 10.5 Managing a Sales Force
• 10.6 Compensation
• 10.7 Motivational Programs
• 10.8 Performance Evaluation
• 10.9 Sales Force Analysis
• Chapter Summary
• Chapter Terms
• Review Questions
• Customer Corner
• Discussion and Critical Thinking Questions
• Sales Analysis
• Chapter 10 Case: Selling Janitor Supplies
• Endnotes
• CH 11: Supply Chain Management
• 11.1 Chapter Overview
• 11.2 Distribution Systems
• 11.3 Establishing Channels of Distribution
• 11.4 Managing the Supply Channel
• 11.5 Physical Distribution
• 11.6 Transporting Goods
• 11.7 Analysis of the Distribution and Supply Chain Functions
• Chapter Summary
• Chapter Terms
• Review Questions
• Customer Corner
• Discussion and Critical Thinking Questions
• Supply Chain Financial Analysis
• Chapter 12 Case: Moving Movies
• Endnotes
• PART 3: Managing Customer Interactions
• CH 12: Digital Marketing
• 12.1 Chapter Overview
• 12.2 Website Functions
• 12.3 Developing the Website
• 12.4 Creating Customer-Centric E-Commerce Sites
• 12.5 Mobile Marketing
• 12.6 Digital Interaction Strategies
• 12.7 Digital Advertising
• 12.8 Digital Marketing Metrics
• Chapter Summary
• Chapter Terms
• Review Questions
• Customer Corner
• Discussion and Critical Thinking Questions
• Digital Marketing Analysis
• Chapter 12 Case: Love Hurts
• Endnotes
• CH 13: Social Media Marketing
• 13.1 Chapter Overview
• 13.2 Social Media Networks
• 13.3 Social Media and Brands
• 13.4 Social Media Sites
• 13.5 Social Media Marketing
• 13.6 Social Media Marketing Strategies
• 13.7 Social Media Metrics
• Summary
• Chapter Terms
• Review Questions
• Customer Corner
• Discussion and Critical Thinking Questions
• Social Media Marketing Analysis
• Chapter 13 Case: Kaci’s Dance Studio
• Endnotes
• End Matter
• Index