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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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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