Marketing Management, 12th Edition

Part I.    Understanding Marketing Management

• Chapter 1 — Defining Marketing for the 21^st Century
• Chapter 2 — Developing Marketing Strategies & Plans

Part II.   Capturing Marketing Insights

• Chapter 3 — Gathering Information & Scanning the Environment
• Chapter 4 — Conducting Marketing Research & Forecasting Demand

Part III.   Connecting with Customers

• Chapter 5 — Creating Customer Value, Satisfaction, & Loyalty
• Chapter 6 — Analyzing Consumer Markets
• Chapter 7 — Analyzing Business Markets
• Chapter 8 — Identifying Market Segments & Targets

Part IV.   Building Strong Brands

• Chapter 9 — Creating Brand Equity
• Chapter 10 — Crafting the Brand Positioning
• Chapter 11 — Dealing with Competition

Part V.   Shaping the Market Offerings

• Chapter 12 — Setting Product Strategy
• Chapter 13 — Designing & Managing Services
• Chapter 14 — Developing Pricing Strategies & Programs

Part VI.   Delivering Value

• Chapter 15 — Designing & Managing Value Networks & Channels
• Chapter 16 — Managing Retailing, Wholesaling & Logistics

Part VII.   Communicating Value

• Chapter 17 — Designing & Managing Integrated Marketing Communications
• Chapter 18 — Managing Mass Communications:   Advertising, Sales Promotion, Events & Public Relations
• Chapter 19 — Managing Personal Communications:   Direct Marketing & the Sales Force

Part VIII.   Creating Long-Term Growth

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