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,~ ]L---__ We are indebted to the following colleagues at other universities who reviewed this new edition: • Bomero Aguirre, TAMIU • Parimal Bhagat, Indiana University of Pennsylvania • Michael Bruce, Anderson University • Yun Chu, Frostburg State University • Bugh Daubek, Purdue University • Kathleen Dominick, Rider University • Tad Duffy, Golden Gate University • Mohan Dutra, Purdue University • Barbara Dyer, University of North Carolina at Greensboro • Jackie Eastman, Valdosta State University • Steve Edison. University of Arkansas-Little Rock • Barb Finer, Suffolk University • Renee Foster, Delta State University Chic Fojtik, Pepperdine University • Robert Galka, De Paul University • Rashi Glazer, University of California, Berkeley • Lewis Hershey, Fayetteville State University • Thomas Hewett, Kaplan University • Mary Higby, University of Detroit-Mercy • Michelle Kunz, Morehead State University • Even Lanseng, Norwegian School of Management • Michael Lodato, California Lutheran University • Henry Loehr, Pfeiffer University-Charlotte • Susan Mann, Bluefield State College • Charles Martin, Wichita State University • John McKeever, University of Houston • Robert Mika, Monmouth University • Mark Mitchell, Coastal Carolina University • Nnamdi Osakwe, Bryant & Stratton College • Young-Hoon Park, Cornell University • Koen Pauwels, Dartmouth College • Keith Penney, Webster University • Patricia Perry, University of Alabama • Mike Powell, North Georgia College and State University • William Rice, California State University-Fresno • Bill Robinson, Purdue University • Jan Napoleon Saykiewicz, Duquesne University • Larry Schramm, Oakland University • Jim Skertich, Upper Iowa University • Allen Smith, Florida Atlantic University • Joe Spencer, Anderson University • Nancy Stephens, Arizona State University I{xxviii
--=-0_··----~__) __ • Thomas Tellefsen, The College of Staten Island-CUNY • Daniel Turner, University ofWashington • Edward Volchok, Stevens Institute of Management • OJ. Wasmer, St. Mary-of-the-Woods College • Zac Williams, Mississippi State University We would also like to thank colleagues who have reviewed previous editions of Marketing Management: Alan Au, University of Hong Kong Hiram Barksdale, University of Georgia Boris Becker, Oregon State University Sandy Becker, Rutgers University Sunil Bhatia, Case Western Reserve University Frederic BruneI, Boston University John Burnett, University of Denver Lisa Cain, University of California at Berkeley and Mills College Surjit Chhabra, DePaul University Dennis Clayson, University of Northern Iowa Bob Cline, University of Iowa Brent Cunningham, Ph.D., Jacksonville State University John Deighton, University of Chicago Alton Erdem, University of Houston at Clear Lake Elizabeth Evans, Concordia University Ralph Gaedeke, California State University, Sacramento Betsy Gelb, University of Houston at Clear Lake Dennis Gensch, University ofWisconsin, Milwaukee David Georgoff, Florida Atlantic University Bill Gray, Keller Graduate School of Management Barbara Gross, California State University at Northridge Arun Jain, State University of New York, Buffalo Eric Langer, Johns Hopkins University Ron Lennon, Barry University Bart Macchiette, Plymouth University H. Lee Matthews, Ohio State University Paul McDevitt, University of Winois at Springfield Mary Ann McGrath, Loyola University, Chicago Kenneth P. Mead, Central Connecticut State University Henry Metzner, University of Missouri, Rolla Francis Mulhern, Northwestern University Pat Murphy, University of Notre Dame Jim Murrow, Drury College Zhou Nan, University of Hong Kong Nicholas Nugent, Boston College Donald Outland, University ofTexas, Austin Albert Page, University ofTJIinois, Chicago Lisa Klein Pearo, Cornell University Hank Pruden, Golden Gate University 'llUell(
Page 1 and 2: If you no longer require this revie
Page 3 and 4: Preface xxix PART 1 Understanding M
Page 5 and 6: PART 2 Capturing Marketing Insights
Page 7 and 8: xlii Maximizing Customer Lifetime V
Page 9 and 10: xv MARKETING INSIGHT Establishing C
Page 11 and 12: I " Product Life-Cycle Marketing St
Page 13 and 14: Chapter 13 Designing and Managing S
Page 15 and 16: Channel-Management Decisions 423 Se
Page 17 and 18: ywiii _[ 1.-'---__ Chapter 18 Manag
Page 19 and 20: xxv I/~-----------~'" ----, Organiz
Page 21 and 22: xxvii BREAKTHROUGH MARKETING Starbu
Page 23 and 24: ,r~---------~---------~ r 1 ::: Wha
Page 25 and 26: : :: Revision Strategy for the Thir
Page 27 and 28: Chapter 12 • Product returns •
Page 29 and 30: ( J ------!....-.---~---, Instructo
Page 31: ..-----------~---------~-" .. The t
Page 36 and 37: .lN3lt\J39\7'NVlt\J 9N 1.1..3>1 tlV
Page 38 and 39: generatesasliver'of.paid 7search re
Page 40 and 41: 6 PART 1 UNDERSTANDING MARKE.TING M
Page 42 and 43: a PART 1 UNDERSTAr\iDING MARKETING
Page 44 and 45: 10 PART 1 UNDERSTANDING MARI
Page 46 and 47: 12 PART 1 UNDERSTANDING MARKETlr\lG
Page 48 and 49: 14 PART 1 UNDERSTANDING MARKETING M
Page 54 and 55: ~ 20 PART 1 UNDERSTANDING MARKETING
Page 58 and 59: csnlllJdl Connr,r.tions olllifiti I
Page 60 and 61: 26 PART 1 UNDERS-rANDING MARKETING
Page 67 and 68: ------------ CHA TER 2 ••• ..
Page 69 and 70: o VELOPING MARKETING STRATEGIES AND
Page 71 and 72: DEVE.LOPING MARKE.TING STRATEGIES A
Page 73 and 74: DEVELOrlNG MARKETING STRATEGIES AND
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DEVELOPING MARKETING STRATEGIES AND
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DEVELOPING tvlARKETINCi STRATEGIES
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DEVELOPING MARKETING S1RATEGIES AND
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DEVI::LOPING MARKETING STRATEGIES A
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DEVELOPING MARKETING STRATEGIES Af\
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CH PTER 3 ... GATHERING INFORMATION
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GATHERING INFORMATlOf\! AND SCANNII
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GATHERING INFORMATIO AND SC NNING T
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GATHERING INFORMATION AND SCANNING
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GATHERING INFORMATION AND SCANI\JIN
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GATHERING INFORMATION AND SCAI\ININ
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GATHERING INFORMATION AND SCANi\jIN
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GATHERI G INFORMATIO o SCANNING THE
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GATHERING INFORMATION AI'lD SCANNIN
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90 PART 2 CAPTURING MARKETING INSIG
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'J6- PART 2 CAPTURING MARKETING INS
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100 PARi 2 CAPTURING MARKETING INSI
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1(1;e PART 2 CAPTURING MARKETING IN
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04 PART 2 CAP lURING rVIARI
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106 PART 2 CAPTURING MARKETING INSI
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108 PART 2 CAPTURING MARKETING iNSI
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SCl3lt\101sn::> HllM 9Nll::>3NNOJ
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120 PART 3 CONNECTING WITH CUSTOMER
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1. Identify the majorattributes and
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!l PART 3 CONNECTING WITH CUSTOMERS
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46 PART 3 CONNECTING WITH CUSTOMERS
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I I I .._--------------
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ISO PAIH :3 CONNECTING WITH CUSTOME
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152 PART 3 CONNECilNG WITH CUSTOMER
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154 PART 3 CONNECTING WITH CUSTOIv1
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160 PART 3 CONNECTiNG WITH CUSTOMER
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168 PART 3 CONNECTING WiTH CUSTOMER
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176 PART 3 CONr"IECTING WITH CUSTOM
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,dl,dl' CISCO. Welcome to You, Inc.
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PART 3 CONNECTING WITH CUSTOMERS vi
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PART 3 CONNECTING WITH CUSTOMERS Re
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1'1 PART 3 CONNECTING WITH CUSTOMER
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1---\ MARKETING INSIGHT ESTABLISHIN
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CHA TER 8 ••• • •• IDEN
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IDENTIFYING M RI
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I ENTIFYING MARK T SEGMENTS AND TAR
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IDEr-.JTlFY NG MARKET SEGMENTS AND
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IDENTIFYING MARKET SEGMENTS AND TAR
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Media have emerged to make gender t
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D,,~"TIFYING MARKET SEGMENTS AND TA
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I. Innovators-Successful, sophistic
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iDENTIFYING MARKET SEGMENTS AND TAR
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IDENTIFYING MARKET SEGMENTS AND T R
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CHA TE CREATING BRAND EQUITY At the
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CREATING BRAND EQUITY CHAPTER 9 237
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BREAKTHROUGH MARKETING PROCTER & GA
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C CATIN . GRAN EQUITY CHAPTER 9 241
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CRF.ATiNG l:lRAND EOUITY CHAPTER 9
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CR ATING BRAND EQUITY CHAPTER 9 247
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CREATING BRAND EQUITY CHAPTER 9 Z59
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CREATll'·JG BRAND EQUITY CHAPTER 9
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CREATIN BRAND OUITY CHAPTER 9 265
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268 PART 4 BUiLDING STRONG BRANDS T
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270 PART 4 aUiLDING STRONG BRANDS B
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272 PART 4 BUILDING STRONG BRANDS ,
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274 PART 4 BUILDING STRONG BRANDS _
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276 PART 4 BUILDING STR
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278 PART 4 BUILDING STRONG BRANDS t
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280 PART 4 BUILDiNG STRONG RRANDS t
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282 PART 4 BUILDING STRONG BRANDS P
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284 PART 4 BUILDING STRONG BRANDS -
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286 PART 4 BUILDING STRONG BRANDS i
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288 PART 4 BUILDING STRONG BRANDS S
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290 PART 4 BUILDING STRONG BRANDS (
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-., I!ROGIIEJJIVt t!f PROGRESSIVE 1
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294 PART 4 BUILDING STRONG BRANDS a
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296 PART 4 BUILDING STRONG BRANDS I
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298 PART 4 BUILDING STRONG BRANDS F
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~ ----- 300 PART 4 BUILDING STRONG
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30Z PART 4 oUILLJIi'JLJ S I RUNLJ I
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304 PART 4 BUILDING STRONG BRANDS k
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306 PART 4 BUILDING STRONG BRANDS I
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308 PART 4 BUILDING STRONG BRANDS ~
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310 PART 4 BUILDING STRONG BRAf\'')
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312 PART 4 BUILDING STRONG BRANDS 2
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314 PART 4 BUILDING STRONG BRANDS :
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S9NI~3::J::IO 13>ltl\iV'J 3Hl 9Nld\
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318 PART 5 SHAPING THE MARKET OFFER
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322 PART 5 SHAPING THE MARI(ET OFFE
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324 PART 5 SHAPII\IG THE MARKET OFF
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342 PART 5 SHAPING THE MARI
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CHAPTER 13 ••• ••• DESI
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,)::SIGNING AND MANAGING SERVICES C
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DESIGNING AND MANAGING SERVICES CHA
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DESIGNING AND MANAGiNG SERVICES CHA
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DESIGNING AND MANAGING S RVICES CHA
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1. Redesign processes and redefine
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TABLE 13.2 SERVOUAI I\tlrlllllle8 R
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DESIGNING AND MANAGING SERVI ES CHA
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DESIG ING AND MANAGING SERVICE CHAP
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DESIGNING AND MA AGING SERVICES CHA
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DESIGNING A D MANAGING SERVICES CHA
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6 PART 5 o,H/.l,PII\JC,i 1 HE IVlAR
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380 PART 5 SHAPING THE MARKET OFfER
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388 PART 5 SHAPING THE MARKET OF
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392 PART 5 HAPING THE MARKET OFFERI
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396 PART 5 SHAPING THE MARI,ET OFI=
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404 PART 5 SH.l\.PING THE MARKET OF
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406 PART 5 SHAPlf\lG THE MARKET OFF
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3nTVA 9Nltl3AIl30 lHVd
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410 PART 6 DELIVERING VALUE To lear
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412 PART 6 DELIVERING VALUE In shor
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414 PART 6 DELIVERING VALUE willing
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416 PART 6 DELIVERING VALUE as sale
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418 PART 6 DELIVERING VALUE 2. Wait
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420 PART 6 DELIVERING VALUE wMARKET
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422 PART 6 DELIVERING VALUE IFIG. 1
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424 PART 6 DELIVERING VALUE Produce
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426 PART 6 DELIVERING VALUE many pe
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428 PART 6 DELIVERING VALUE Althoug
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430 PART 6 DELIVERiNG VALUE "C '" o
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432 PART 6 DELIVERING VALUE AS DICK
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434 PART 6 DELIVERING VALUE Califor
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436 PART 6 DELIVERING VALUE SUE'S C
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438 PART 6 DELIVERING VALUE • Cou
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441 ... HAPT 6 ••• MANAGING R
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If-I .._ MANAGING RETAILING, WHOLES
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MAr'-IAGI G RETAILING, WHOLESALING,
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MANAGING RETAILING, WHOLESALING, AN
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MANAGING RETAILING, WHOI.ESALlNG, A
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MANAGI G RETAILING, WHOLESALING, AN
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MANAGING RETAILlf\IG, WHOLESALING,
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MANAGING RETAILi G, WHOLESALING, AN
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MANAGING RETAILING, WHOLESALING. AN
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MANAGI G RETAILING. WrIOLESALlNG, .
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CHAPT 17 ••• ••• DESIGN
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DESIGNING AND MANAGING INTEGRAT D M
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4'~ PAl< I I CUIViIVIUNILAIINl> VAI
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474 PART 7 COMMUNICATING VALUE Mark
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416 PART 7 COMMU~IICATING VALUE man
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478 PART 7 COMMUNICATING VALUE opti
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480 PART 7 COMMUNICATING VALUE ~ MA
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482 PART 7 COMMUNICATING VALUE Phar
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484 PART 7 COMMUNICATING VALUE popu
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486 PART 7 COMMUNICATING VAI.I.JE :
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488 PART 7 COMMUNICATING VALUE TABL
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490 PART 7 COIVIIVIUNICATING VALUE
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492 PART 7 COMMUNICATING VALUE it i
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CAPT 1 ••• ••• MANAGING
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MANAGING MASS COMMUNICATIONS CHAPTE
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MANAGiNG MASS COMMUNICATIONS CHAPTE
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MANAGING MAS COMMUNICATIONS CHAPTER
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MANA Jlt\lG MASS COMMUNICATIONS CHA
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MANAGIN MASS COMMUNICATIONS CHAPTER
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MANAGING MASS COMMUNICATI(iNS CHAPT
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MA AGING MIl.S_ C MMUNICATlONS CHAP
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532 PART 7 COMMUNICATING VALUE ~~ ;
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534 PART 7 COMMUNICATING VALUE in-s
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536 PART 7 COMMUNICATING VALUE A le
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538 PART 7 COMMUNICATING VALUE Othe
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540 PART 7 COMMUNICATING VALUE PEPS
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544 PART 7 COMMUNICATING VALUE BMW'
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546 PART 7 COMMUNICATING VALUE TAKK
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548 PART 7 COMMUNICATING VALUE - st
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550 PA~T 7 COMMUNICATING VALUE Forc
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552 PART 7 COMMUNICATING VALUE prod
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554 PART 7 COMMUNICATING VALUE Esta
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556 PART 7 COMMUNICATING VALUE Mana
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558 PART 7 COMMUNICATING VALUE Comp
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560 PART 7 COMMUNICATING VALUE from
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562 PART 7 COMMUNICATING VALUE OVER
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l~"d
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:l00 PART 8 CREATING SUCCESSFUL LON
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568 PART 8 CREATING SUCCESSFUL LONG
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580 PARI S CREATING SUCCESSFUL LONG
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58l PART 8 CREATING SUCCESSFUL LONG
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CHAPTE 1 ••• ••• TAPPIN
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TAPPING INTO GLOBAL MARKETS CHAPTER
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TAPPING Ir'>JTO GLOBAL MARKETS CHAP
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TAPPiNG iNTO GLOBAL MARKETS CHAPTER
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lAPPING INTO GLOBAL MARKETS CHAPTER
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TAPPING INTO GLOBAL MARI
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TAPPING INTO GLOBAL MARI
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TAPPING INTO GLOBAL MARKET CHAPTER
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TAPPING INTO GLOBAL Ml\RKETS CHAPTE
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o.>v 1.I·U1:. t) \.....t\Cf-\III\j
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O~tI "'AI
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656 PART 8 CREATiNG SUCCESSFUL LONG
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658 PARi 8 CREATING SUCCESSFUL LONG
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660 PART 8 CREATING SUCCESSFUI_ LON
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A2 APPENDIX SONIC MARKETING PLAN AN
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A4 APPENDIX SONIC MARKETING PLAN AN
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A6 APP!:NDIX SONIC MARKETING PLAN A
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~ A ...... I:NDIJI. ::>UI'lI\.. NlA
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A10 APPENDIX SONIC MARKETING PLAN A
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A12 APPENDIX SONIC MARI
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A14 APPENDIX SONIC MARKETING PLAN A
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G2 GLOSSARY brick-and-c1ick existin
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G4 GLOSSARY advantages in its costs
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G6 GLOSSARY opinion leader the pers
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G8 GLOSSARY T tactical marketing pl
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