Marketing Management, 12th Edition (Hardback)

Condition

GOOD: The book's spine and pages are in excellent condition; however, the back cover's upper and outer corner has a flaw in the plastic coating of the book. Otherwise, the covers show the normal shelf wear of a used college textbook. The pages are clean and absent of any markings.

Product Details

The book is broken into parts, each containing a set of chapters. The chapters contain sections, including recurring sections "Marketing Memo" and "Marketing Insight." There are colored illustrations and photos throughout.

Part 1: Understanding Marketing Management

1. Defining Marketing for the 21st Century
2. Developing Marketing Strategies and Plans

Part 2: Capturing Marketing Insights

3. Gathering Information and Scanning the Environment
4. Conducting Marketing Research and Forecasting Demand

Part 3: Connecting with Customers

5. Creating Customer Value, Satisfaction, and Loyalty
6. Analyzing Consumer Markets
7. Analyzing Business Markets
8. Identifying Market Segments and Targets

Part 4: Building Strong Brands

9. Creating Brand Equity
10. Crafting the Brand Position
11. Dealing with Competition

Part 5: Shaping the Market Offerings

12. Setting Product Strategy
13. Designing and Managing Services
14. Developing Pricing Strategies and Programs

Part 6: Delivering Value

15. Designing and Managing Value Networks and Channels
16. Managing Retailing, Wholesaling, and Logistics

Part 7: Communicating Value

17. Designing and Managing Integrated Marketing Communications
18. Managing Mass Communications: Advertising, Sales Promotions, Events, and Public Relations
19. Managing Personal Communications: Direct Marketing and Personal Selling

Part 8: Creating Successful Long-Term Growth

20. Introducing New Market Offerings
21. Tapping into Global Markets
22. Managing a Holistic Marketing Organization

Other content includes Preface; Appendix; Glossary; Image Credits; Name Index; Company, Brand, and Organization Index; and Subject Index.