The overriding goal of the revision for the 14th edition of Marketing Management was to create as comprehensive, current, and engaging MBA marketing textbook as possible.Where appropriate, new material was added, old material was updated, and no longer relevant or necessary material was deleted.Marketing Management, 14th edition, allows those instructors who have used the 13th edition to build on what they have learned and done while at the same time offering a text that is unsurpassed in breadth, depth, and relevance for students experiencing Marketing Management for the first time. The successful across-chapter reorganization into eight parts that began with the 12th edition of Marketing Management has been preserved, as well as many of the favorably received within-chapter features that have been introduced through the years, such as topical chapter openers, in-text boxes highlighting noteworthy companies or issues, and the Marketing Insight and Marketing Memo boxes that provide in-depth conceptual and practical commentary.
Contents:
PART 1 Understanding Marketing Management
Chapter 1 Defining Marketing for the 21st Century
Chapter 2 Developing Marketing Strategies and Plans
PART 2 Capturing Marketing Insights
Chapter 3 Collecting Information and Forecasting Demand
Chapter 4 Conducting Marketing Research
PART 3 Connecting with Customers
Chapter 5 Creating Long-term Loyalty Relationships
Chapter 6 Analyzing Consumer Markets
Chapter 7 Analyzing Business Markets
Chapter 8 Identifying Market Segments and Targets
PART 4 Building Strong Brands
Chapter 9 Creating Brand Equity
Chapter 10 Crafting the Brand Positioning
Chapter 11 Competitive Dynamics
PART 5 Shaping the Market Offerings
Chapter 12 Setting Product Strategy
Chapter 13 Designing and Managing Services
Chapter 14 Developing Pricing Strategies and Programs
PART 6 Delivering Value
Chapter 15 Designing and Managing Integrated Marketing Channels
Chapter 16 Managing Retailing, Wholesaling, and Logistics
PART 7 Communicating Value
Chapter 17 Designing and Managing Integrated Marketing
Communications
Chapter 18 Managing Mass Communications: Advertising, Sales Promotions,
Events and Experiences, and Public Relations
Chapter 19 Managing Personal Communications: Direct and Interactive
Marketing, Word of Mouth, and Personal Selling
PART 8 Creating Successful Long-term Growth
Chapter 20 Introducing New Market Offerings
Chapter 21 Tapping into Global Markets
Chapter 22 Managing a Holistic Marketing Organization for the Long Run
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