Framework for Marketing Management, 6th edition

I: Understanding Marketing Management

1. Defining Marketing for the New Realities
2. Developing and Implementing Marketing Strategies and Plans
3. Capturing Marketing Insights and Forecasting Demand

II: Connecting with Customers

4. Creating Long-term Loyalty Relationships
5. Analyzing Consumer and Business Markets

III: Building Strong Brands

6. Identifying Market Segments and Targets
7. Crafting the Brand Positioning
8. Creating Brand Equity and Driving Growth

IV: Shaping the Market Offerings

9. Setting Product Strategy and Introducing New Offerings
10. Designing and Managing Services
11. Developing Pricing Strategies and Programs

V: Delivering Value

12. Designing and Managing Integrated Marketing Channels
13. Managing Retailing, Wholesaling, and Logistics

VI: Communicating Value

14. Designing and Managing Integrated Marketing Communications
15. Managing Digital Communications
16. Managing Mass Communications
17. Managing Personal Communications

VII: Managing the Marketing Organization for Long-Term Success

18. Conducting Marketing Responsibly in the Global Economy