Understanding Marketing Management | |
Defining Marketing for the 21st Century | |
Developing and Implementing Marketing Strategies and Plans | |
Understanding Markets, Market Demand, and the Marketing Environment | |
Connecting with Customers | |
Creating Customer Value, Satisfaction, and Loyalty | |
Analyzing Consumer Markets | |
Analyzing Business Markets | |
Identifying Market Segments and Targets | |
Building Strong Brands | |
Creating Brand Equity | |
Crafting the Brand Positioning and Dealing with Competition | |
Shaping the Market Offerings | |
Setting Product Strategy and Marketing Through the Life Cycle | |
Designing and Managing Services | |
Developing Pricing Strategies and Programs | |
Delivering Value | |
Designing and Managing Integrated Marketing Channels | |
Managing Retailing, Wholesaling, and Logistics | |
Communicating Value | |
Designing and Managing Integrated Marketing Communications | |
Managing Mass Communications | |
Managing Personal Communications | |
Creating Successful Long-Term Growth | |
Managing Marketing in the Global Economy | |
Glossary | |
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