Marketing management

pt. 1. Understanding marketing management

Defining marketing for the 21st century

Developing marketing strategies and plans

pt. 2. Capturing marketing insights

Gathering information and scanning the environment

Conducting marketing research and forecasting demand

pt. 3. Connecting with customers

Creating customer value, satisfation, and loyalty

Analyzing consumer & business markets

Identifying market segments and targets

pt. 4. Building strong brands

Creating brand equity

Crafting the brand positioning

Dealing with competition

Shaping the market offerings

Setting product strategy

Designing and managing services

Developing pricing strategies and programs

pt. 6. Delivering value

Designing and managing integrated marketing

Managing retailing, wholesaling, and logistics

pt. 7. Communicating value

Designing and managing integrated marketing communications

Managing mass communications : advertising, sales promotions, events and experiences, and public relations

Managing, word of mouth, and personal selling

pt. 8. Creating successful long-term growth

Introducing new market offerings

Tapping into global markets

Managing a holistic marketing organization