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Contents

PART 1: FUNDAMENTALS OF MARKETING MANAGEMENT Defining Marketing for the New Realities Marketing Planning and Management PART 2: UNDERSTANDING THE MARKET Analyzing Consumer Markets Analyzing Business Markets Conducting Marketing Research PART 3: DEVELOPING A VIABLE MARKET STRATEGY Identifying Market Segments and Target Customers Crafting a Customer Value Proposition and Positioning PART 4: DESIGNING VALUE Designing and Managing Products Designing and Managing Services Building Strong Brands Managing Pricing and Sales Promotions PART 5: COMMUNICATING VALUE Managing Marketing Communications Designing an Integrated Marketing Campaign in the Digital Age Personal Selling and Direct Marketing PART 6: DELIVERING VALUE Designing and Managing Distribution Channels Managing Retailing PART 7: MANAGING GROWTH Driving Growth in Competitive Markets Developing New Market Offerings Building Customer Loyalty Tapping into Global Markets Environmental, Social, and Governance Issues in Marketing

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