Marketing management

Enhanced descriptions from Syndetics:

This text covering marketing management takes an analytical and management orientated approach. The tenth edition contains coverage of how the World Wide Web and e-commerce are altering the marketing landscape, and sections on marketing in the 21st century.

Table of contents provided by Syndetics

• Preface (p. xxv)
• Part I Understanding Marketing Management
• Chapter 1 Marketing in the Twenty-First Century (p. 1)
• Marketing Tasks (p. 2)
• Marketing Concepts and Tools (p. 7)
• Company Orientations Toward the Marketplace (p. 16)
• How Business and Marketing Are Changing (p. 26)
• Summary (p. 28)
• Applications (p. 29)
• Notes (p. 31)
• Chapter 2 Building Customer Satisfaction, Value, and Retention (p. 33)
• Defining Customer Value and Satisfaction (p. 34)
• The Nature of High-Performance Businesses (p. 40)
• Delivering Customer Value and Satisfaction (p. 44)
• Attracting and Retaining Customers (p. 46)
• Customer Profitability: The Ultimate Test (p. 54)
• Implementing Total Quality Management (p. 56)
• Summary (p. 58)
• Applications (p. 59)
• Notes (p. 60)
• Chapter 3 Winning Markets: Market-Oriented Strategic Planning (p. 63)
• Corporate and Division Strategic Planning (p. 65)
• Business Strategic Planning (p. 76)
• The Marketing Process (p. 84)
• Product Planning: The Nature and Contents of a Marketing Plan (p. 88)
• Marketing Planning for the Twenty-First Century (p. 94)
• Summary (p. 94)
• Applications (p. 95)
• Notes (p. 97)
• Part II Analyzing Marketing Opportunities
• Chapter 4 Gathering Information and Measuring Market Demand (p. 99)
• The Components of a Modern Marketing Information System (p. 100)
• Internal Records System (p. 101)
• Marketing Intelligence System (p. 102)
• Marketing Research System (p. 103)
• Marketing Decision Support System (p. 116)
• An Overview of Forecasting and Demand Measurement (p. 118)
• Summary (p. 128)
• Applications (p. 129)
• Notes (p. 131)
• Chapter 5 Scanning The Marketing Environment (p. 135)
• Analyzing Needs and Trends in the Macroenvironment (p. 136)
• Identifying and Responding to the Major Macroenvironment Forces (p. 138)
• Summary (p. 154)
• Applications (p. 155)
• Notes (p. 157)
• Chapter 6 Analyzing Consumer Markets and Buyer Behavior (p. 159)
• A Model of Consumer Behavior (p. 160)
• The Major Factors Influencing Buyer Behavior (p. 161)
• The Buying Decision Process (p. 176)
• The Stages of the Buying Decision Process (p. 178)
• Summary (p. 184)
• Applications (p. 185)
• Notes (p. 187)
• Chapter 7 Analyzing Business Markets and Business Buying Behavior (p. 191)
• What Is Organizational Buying? (p. 192)
• Participants in the Business Buying Process (p. 196)
• The Purchasing-Procurement Process (p. 201)
• Institutional and Government Markets (p. 208)
• Summary (p. 211)
• Applications (p. 212)
• Notes (p. 215)
• Chapter 8 Dealing with the Competition (p. 217)
• Identifying Competitors (p. 220)
• Analyzing Competitors (p. 224)
• Designing the Competitive Intelligence System (p. 228)
• Designing Competitive Strategies (p. 231)
• Balancing Customer and Competitor Orientations (p. 247)
• Summary (p. 249)
• Applications (p. 250)
• Notes (p. 253)
• Chapter 9 Identifying Market Segments and Selecting Target Markets (p. 255)
• Levels and Patters of Market Segmentation (p. 256)
• Segmenting Consumer and Business Markets (p. 263)
• Market Targeting (p. 274)
• Summary (p. 279)
• Applications (p. 279)
• Notes (p. 281)
• Part III Developing Marketing Strategies
• Chapter 10 Positioning the Market Offering Through the Product Life Cycle (p. 285)
• How to Differentiate (p. 286)
• Differentiation Tools (p. 287)
• Developing and Communicating a Positioning Strategy (p. 298)
• Product Life-Cycle Marketing Strategies (p. 303)
• Market Evolution (p. 317)
• Summary (p. 320)
• Applications (p. 321)
• Notes (p. 324)
• Chapter 11 Developing New Products (p. 327)
• Challenges in New-Product Development (p. 328)
• Effective Organizational Arrangements (p. 331)
• Managing the Development Process: Ideas (p. 335)
• Managing the Development Process: Concept to Strategy (p. 337)
• Managing the Development Process: Development to Commercialization (p. 343)
• The Consumer-Adoption Process (p. 354)
• Summary (p. 357)
• Applications (p. 358)
• Notes (p. 361)
• Chapter 12 Designing Global Market Offerings (p. 365)
• Deciding Whether to Go Abroad (p. 367)
• Deciding Which Markets to Enter (p. 368)
• Deciding How to Enter the Market (p. 374)
• Deciding on the Marketing Program (p. 379)
• Deciding on the Marketing Organization (p. 386)
• Summary (p. 388)
• Applications (p. 388)
• Notes (p. 391)
• Part IV Making Marketing Decisions
• Chapter 13 Managing Product Lines and Brands (p. 393)
• The Product and the Product Mix (p. 394)
• Product-Line Decisions (p. 399)
• Brand Decisions (p. 404)
• Packaging and Labeling (p. 418)
• Summary (p. 420)
• Applications (p. 421)
• Notes (p. 423)
• Chapter 14 Designing and Managing Services (p. 427)
• The Nature of Services (p. 428)
• Marketing Strategies for Service Firms (p. 434)
• Managing Product Support Services (p. 446)
• Summary (p. 449)
• Applications (p. 450)
• Notes (p. 452)
• Chapter 15 Designing Pricing Strategies and Programs (p. 455)
• Setting the Price (p. 457)
• Adapting the Price (p. 471)
• Initiating and Responding to Price Changes (p. 478)
• Summary (p. 482)
• Applications (p. 483)
• Notes (p. 487)
• Part V Managing and Delivering Marketing Programs
• Chapter 16 Managing Marketing Channels (p. 489)
• What Work Is Performed by Marketing Channels? (p. 490)
• Channel-Design Decisions (p. 494)
• Channel-Management Decisions (p. 499)
• Channel Dynamics (p. 505)
• Summary (p. 513)
• Applications (p. 514)
• Notes (p. 516)
• Chapter 17 Managing Retailing, Wholesaling, and Market Logistics (p. 519)
• Retailing (p. 520)
• Wholesaling (p. 532)
• Market Logistics (p. 536)
• Summary (p. 543)
• Applications (p. 544)
• Notes (p. 546)
• Chapter 18 Managing Integrated Marketing Communications (p. 549)
• The Communication Process (p. 550)
• Developing Effective Communications (p. 552)
• Deciding on the Marketing Communications Mix (p. 563)
• Managing and Coordinating Integrated Marketing Communications (p. 568)
• Summary (p. 570)
• Applications (p. 570)
• Notes (p. 573)
• Chapter 19 Managing Advertising, Sales Promotion, Public Relations (p. 577)
• Developing and Managing an Advertising Program (p. 578)
• Deciding on Media and Measuring Effectiveness (p. 586)
• Sales Promotion (p. 597)
• Public Relations (p. 605)
• Summary (p. 610)
• Applications (p. 611)
• Notes (p. 614)
• Chapter 20 Managing the Sales Force (p. 619)
• Designing a Sales Force (p. 620)
• Managing the Sales Force (p. 626)
• Principles of Personal Selling (p. 635)
• Summary (p. 642)
• Applications (p. 643)
• Notes (p. 646)
• Chapter 21 Managing Direct and On-Line Marketing (p. 649)
• The Growth and Benefits of Direct Marketing (p. 650)
• Customer Databases and Indirect Marketing (p. 652)
• Major Channels for Direct Marketing (p. 656)
• Marketing in the Twenty-First Century: Electronic Commerce (p. 663)
• Public and Ethical Issues in Direct Marketing (p. 672)
• Summary (p. 673)
• Applications (p. 674)
• Notes (p. 676)
• Chapter 22 Managing the Total Marketing Effort (p. 679)
• Trends in Company Organization (p. 680)
• Marketing Organization (p. 680)
• Marketing Implementation (p. 695)
• Evaluation and Control (p. 696)
• Summary (p. 713)
• Applications (p. 714)
• Notes (p. 716)
• Credits (p. C1)
• Name Index (p. 1)
• Company/Brand Index (p. 7)
• Subject Index (p. 14)