PART 1 UNDERSTANDING MARKETING MANAGEMENT
Chapter 1 Defining Marketing : The European Context
Chapter 2 Understanding Marketing Management
Chapter 3 Developing Marketing Strategies and Plans
Chapter 4 Managing Digital Technology in Marketing
PART 2 CAPTURING MARKETING INSIGHTS
Chapter 5 The Changing Marketing Environment and Information Management
Chapter 6 Managing Market Research and Forecasting
Chapter 7 Analysing Consumer Markets
Chapter 8 Analysing Business Markets
Chapter 9 Dealing with the Competition
PART 3 CONNECTING WITH CUSTOMERS
Chapter 10 Segmenting, Analysing and Creating Target Market Differentiating and Positioning Strategies
Chapter 11 Creating Customer Value, Satisfaction and Loyalty
PART 4 BUILDING STRONG BRANDS
Chapter 12 Creating and Managing Brand Equity
Chapter 13 Devising a Contemporary Branding Strategy
PART 5 SHAPING THE MARKET OFFERING
Chapter 14 Designing, Developing and Managing Market Offerings
Chapter 15 Introducing New Market Offerings
Chapter 16 Developing and Managing Pricing Strategies
PART 6 DELIVERING VALUE
Chapter 17 Designing and Managing Supply Networks
Chapter 18 Managing Service Process and the Customer Interface
PART 7 COMMUNICATING VALUE
Chapter 19 Designing and Managing Marketing Communications
Chapter 20 Managing Global and Personal Communications
PART 8 MANAGING MARKETING IMPLEMENTATION AND CONTROL
Chapter 21 Implementing Marketing Management
Chapter 22 Managing Marketing Metrics