Description
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
- Defining Marketing for the 21st Century
- Developing Marketing Strategies and Plans
Part 2: Capturing Marketing Insights
- Gathering Information and Scanning the Environment
- Conducting Marketing Research and Forecasting Demand
Part 3: Connecting with Customers
- Creating Customer Value, Satisfaction, and Loyalty
- Analyzing Consumer Markets
- Analyzing Business Markets
- Identifying Market Segments and Targets
Part 4: Building Strong Brands
- Creating Brand Equity
- Crafting the Brand Position
- Dealing with Competition
Part 5: Shaping the Market Offerings
- Setting Product Strategy
- Designing and Managing Services
- Developing Pricing Strategies and Programs
Part 6: Delivering Value
- Designing and Managing Value Networks and Channels
- Managing Retailing, Wholesaling, and Logistics
Part 7: Communicating Value
- Designing and Managing Integrated Marketing Communications
- Managing Mass Communications: Advertising, Sales Promotions, Events, and Public Relations
- Managing Personal Communications: Direct Marketing and Personal Selling
Part 8: Creating Successful Long-Term Growth
- Introducing New Market Offerings
- Tapping into Global Markets
- Managing a Holistic Marketing Organization
Other content includes Preface; Appendix; Glossary; Image Credits; Name Index; Company, Brand, and Organization Index; and Subject Index.