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Marketing Management, Global Edition (ISBN: 9781292092621)

Marketing Management, Global Edition (ISBN: 9781292092621)
Out Of Stock
Marketing Management, Global Edition (ISBN: 9781292092621)


  • For undergraduate and graduate courses in marketing management.
  • The gold standard for today's marketing management
  • Emphasize the many aspects of marketing

Table of Contents

Part 1. Understanding Marketing Management

1. Defining Marketing for the New Realities

2. Developing Marketing Strategies and Plans


Part 2. Capturing Marketing Insights

3. Collecting Information and Forecasting Demand

4. Conducting Marketing Research


Part 3. Connecting with Customers

5. Creating Long-term Loyalty Relationships

6. Analyzing Consumer Markets

7. Analyzing Business Markets

8. Tapping into Global Markets


Part 4. Building Strong Brands

9. Identifying Market Segments and Targets

10. Crafting the Brand Positioning

11. Creating Brand Equity

12. Addressing Competition and Driving Growth


Part 5. Shaping the Market Offerings

13. Setting Product Strategy

14. Designing and Managing Services

15. Introducing New Market Offerings

16. Developing Pricing Strategies and Programs


Part 6. Delivering Value

17. Designing and Managing Integrated Marketing Channels

18. Managing Retailing, Wholesaling, and Logistics


Part 7. Communicating Value

19. Designing and Managing Integrated Marketing Communications

20. Managing Digital Communications: Online, Social Media and Mobile Marketing

21. Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations

22. Managing Personal Communications: Direct Marketing, Word of Mouth, and Personal Selling


Part 8. Managing the Marketing Organization

23. Managing a Holistic Marketing Organization for the Long Run


Ex Tax: RM100.00
  • Stock: Out Of Stock
  • Model: 9781292092621
  • Weight: 1.93kg
  • Dimensions: 32.40cm x 23.70cm x 6.00cm
  • ISBN: 9781292092621

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