CONTENTS : Preface xxxiii PART 1 Understanding Marketing Management 2 Chapter 1 Defining Marketing for the 21st Century 3 Chapter 2 Developing Marketing Strategies and Plans 32 PART 2 Capturing Marketing Insights 60 Chapter 3 Gathering Information and Scanning the Environment 61 Chapter 4 Conducting Marketing Research and Forecasting Demand 86 PART 3 Connecting with Customers 114 Chapter 5 Creating Customer Value, Satisfaction, and Loyalty 115 Chapter 6 Analyzing Consumer Markets 142 Chapter 7 Analyzing Business Markets 172 Chapter 8 Identifying Market Segments and Targets 198 PART 4 Building Strong Brands 224 Chapter 9 Dealing with Competition 225 Chapter 10 Creating Brand Equity 248 Chapter 11 Crafting the Brand Positioning 280 PART 5 Shaping the Market offerings 306 Chapter 12 Setting Product Strategy 307 Chapter 13 Designing and Managing Services 336 Chapter 14 Developing Pricing Strategies and Programs 366 PART 6 Delivering Value 400 Chapter 15 Designing and Managing Integrated Marketing Channels 401 Chapter 16 Managing Retailing, Wholesaling and Logistics 430 PART 7 Communicating Value 454 Chapter 17 Designing and Managing Integrated Marketing Communications 455 Chapter 18 Managing Mass Communications: Advertising, Sales Promotions, Evenys and Experiences, and Public Relations 484 Chapter 19 Managing Personal Communications: Direct and Interactive Marketing, Word of Mouth, and Personal Selling 516 PART 8 Creating Successful Long-Term Growth 548 Chapter 20 Introduction New Market Offerings 549 Chapter 21 Tapping into Global Markets 582 Chapter 22 Managing Holistic Marketing Organization for the Long Run 612 Endnotes E1 Glossary G1 Image Credits C1 Name Index I1 Company, Brand and Organization Index I3 Subject Index I11