marketing - Industrial Engineering

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Preface xxix
PART 1
Understanding Marketing Management
Chapter 1 Defining Marketing for the 21 st Century 3
Chapter 2 Developing Marketing Strategies and Plans 33
AR 2 Capturing Marketing Insights 64
Chapter 3 Gathering Information and Scanning the Environment 65
Chapter 4 Conducting Marketing Research and Forecasting Demand 89
ART Connecting with Customers 118
Chapter 5 Creating Customer Value, Satisfaction, and Loyalty 119
Chapter 6 Analyzing Consumer Markets 149
Chapter 7 Analyzing Business Markets 181
Chapter 8 Identifying Market Segments and Targets 207
PART 4 Building Strong Brands 234
Chapter 9 Creating Brand Equity 235
Chapter 10 Crafting the Brand Positioning 267
Chapter 11 Dealing with Competition 293
PART 5 Shaping the Market Offerings 316
Chapter 12 Setting Product Strategy 317
Chapter 13 Designing and Managing Services 345
Chapter 14 Developing Pricing Strategies and Programs 375
PART 6 Delivering Value 408
Chapter 15 Designing and Managing Integrated Marketing 409
Chapter 16 Managing Retailing, Wholesaling, and Logistics 441'
PA T7 Communicating Value 468
Chapter 17
Chapter 18
Chapter 19
Designing and Managing Integrated Marketing Communications 469
Managing Mass Communications: Advertising, Sales Promotions,
Events and Experiences, and Public Relations 497
Managing Personal Communications: Direct and Interactive
Marketing, Word of Mouth, and Personal Selling 531
PARTS Creating Successful Long-Term Growth 564
Chapter 20 Introducing New Market Offerings 565
Chapter 21 Tapping into Global Markets 597
Chapter 22 Managing a Holistic Marketing Organization 625
Appendix
Endnotes
Glossary
A1
E1
G1
Image Credits C1
Name Index 11
Company, Brand, and Organization Index 13
Subject Index 110 vii
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