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Year: 2,015
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Edition: 15th, global
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Pages In File: 834
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Language: English
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Topic: 4
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Identifier: 1292092629,9781292092621
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Org File Size: 41,716,251
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Extension: pdf
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Tags: Arts & Photography Biographies & Memoirs Business & Money Calendars Comics & Graphic Novels Computers & Technology Cookbooks, Food & Wine Crafts, Hobbies & Home Education & Teaching Engineering & Transportation Gay & Lesbian Health, Fitness & Dieting History Humor & Entertainment Law Literature & Fiction Mystery, Thriller & Suspense Parenting & Relationships Politics & Social Sciences Reference Religion & Spirituality Romance Science & Math Science Fiction & Fantasy Self-Help Sports & Outdoors T
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Toc: Preface 17 Part 1 Understanding Marketing Management 24 Chapter 1 Defining Marketing for the New Realities 25 Chapter 2 Developing Marketing Strategies and Plans 57 Part 2 Capturing Marketing Insights 88 Chapter 3 Collecting Information and Forecasting Demand 89 Chapter 4 Conducting Marketing Research 121 Part 3 Connecting with Customers 148 Chapter 5 Creating Long-Term Loyalty Relationships 149 Chapter 6 Analyzing Consumer Markets 179 Chapter 7 Analyzing Business Markets 211 Chapter 8 Tapping into Global Markets 239 Part 4 Building Strong Brands 266 Chapter 9 Identifying Market Segments and Targets 267 Chapter 10 Crafting the Brand Positioning 297 Chapter 11 Creating Brand Equity 321 Chapter 12 Addressing Competition and Driving Growth 357 Part 5 Creating Value 388 Chapter 13 Setting Product Strategy 389 Chapter 14 Designing and Managing Services 421 Chapter 15 Introducing New Market Offerings 451 Chapter 16 Developing Pricing Strategies and Programs 483 Part 6 Delivering Value 514 Chapter 17 Designing and Managing Integrated Marketing Channels 515 Chapter 18 Managing Retailing, Wholesaling, and Logistics 549 Part 7 Communica