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

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 Position
Chapter 11. Competitive Dynamics

Part 5: Shaping the Market

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
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 Marketing Offerings
Chapter 21. Tapping into Global Markets
Chapter 22. Managing a Holistic Marketing Organization

For undergraduate and graduate courses in marketing management.

Stay on the cutting-edge with the gold standard text that reflects the latest in marketing theory and practice.

This title is a Pearson Global Edition. The Editorial team at Pearson has worked closely with educators around the world to include content which is especially relevant to students outside the United States.

The world of marketing is changing everyday?and in order for students to have a competitive edge, they need a textbook that reflects the best of today’s marketing theory and practices. Marketing Management is the gold standard marketing text because its content and organization consistently reflect the latest changes in today’s marketing theory and practice.

Remaining true to its gold-standard status, the fourteenth edition includes an overhaul of new material and updated information, and now is available with mymarketinglab?Pearson’s online tutorial and assessment platform