Marketing Management,10e: Table of Contents

Table of Contents

: PART I. UNDERSTANDING MARKETING MANAGEMENT

1.   Marketing in the Twenty First Century

2.   Building Customer Satisfaction through Quality, Service and Value

3.   Winning Markets: Market-Oriented Strategic Planning

PART II. ANALYZING MARKETING OPPORTUNITIES

4.   Gathering Information and Measuring Market Demand

5.   Scanning the Marketing Environment

6. Analyzing Consumer Markets and Buying Behavior

7.   Analyzing Business Markets and Business Buying Behavior

8.   Dealing with the Competition

9.   Identifying Market Segments and Selecting Target Markets

PART III. DEVELOPING MARKETING STRATEGIES

10.   Positioning and Differentiating Market Offerings over the Life Cycle

11.   Developing New Market Offerings

12.   Designing Global Market Offerings

PART IV. SHAPING THE MARKET OFFERING

13.   Managing Product Lines, Brands, and Packaging

14.   Designing and Managing Services

15.   Designing Pricing Strategies and Programs

PART V. MANAGING AND DELIVERING MARKETING PROGRAMS

16.   Selecting and Managing Marketing Channels

17.   Managing Retailing, Wholesaling, and Market Logistics

18.   Designing and Managing Integrated Marketing Communications

19.   Managing Advertising, Sales Promotion, and Public Relations

20.   Managing the Sales Force

21.   Managing Direct and Online Marketing

22.   Managing the Total Marketing Effort