Incluye referencias bibliográficas e índice.

P.1. understanding marketing management - c.1. defining marketing for the 21st century - c.2. developing marketing strategies and plans - p.2. capturing marketing insights - c.3. gathering information and scanning the environment - c.4. conducting marketing research and forecasting demand - p.3.connecting with customers - c.5. creating customer value, satisfaction, and loyalty - c.6. analyzing consumer markets - c-7. analyzing business markets - c.8. identifying market segments and targets - p.4. building strong brands - c.9. creating brand equity - c.10. crafting the brand positioning - c.11. dealing with competition - p.5. shaping the market offerings - c.12. setting product strategy - c.13. designing and managing services - c.14. developing pricing strategies and programs - p.6. delivering value - c.15. designing and managing integrated marketing channels - c.16. managing retailing, wholesaling, and logistics - p.7. communicating value - c.17. designing and managing integrated marketing communications - c.18. managing mass communications: advertising, sales promotions, Events and experiences, and public relations - c.19. managing personal communications: direct and interactive marketing, word -of- Mouth, and personal selling - p.8. creating successful long-term growth - c.20. introducing new market offerings - c.21. tapping into global markets - c.22. managing a holistic marketing organization - Appendix - Endnotes - glossary - image credits - name index.

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