Marketing Management(GE)(16版)

PART I: FUNDAMENTALS OF MARKETING MANAGEMENT
Ch 1 Defining Marketing for The New Realities
Ch 2 Marketing Planning And Management

PART II: UNDERSTANDING THE MARKET
Ch 3 Analyzing Consumer Markets
Ch 4 Analyzing Business Markets
Ch 5 Conducting Marketing Research

PART III: DEVELOPING A VIABLE MARKET STRATEGY
Ch 6 Identifying Market Segments And Target Customers
Ch 7 Crafting A Customer Value Proposition And Positioning

PART IV: DESIGNING VALUE
Ch 8 Designing And Managing Products
Ch 9 Designing And Managing Services
Ch10 Building Strong Brands
Ch11 Managing Pricing And Sales Promotions

PART V: COMMUNICATING VALUE
Ch12 Managing Marketing Communications
Ch13 Designing An Integrated Marketing Campaign in The Digital Age
Ch14 Personal Selling And Direct Marketing

PART VI: DELIVERING VALUE
Ch15 Designing and Managing Distribution Channels
Ch16 Managing Retailing

PART VII: MANAGING GROWTH
Ch17 Driving Growth in Competitive Markets
Ch18 Developing New Market Offerings
Ch19 Building Customer Loyalty
Ch20 Tapping into Global Markets
Ch21 Socially Responsible Marketing