ESCP Europe

'Marketing management' is the leading marketing text because its content and organization consistently reflect changes in marketing theory and practice. The very first edition of 'Marketing management', published in 1967, introduced the concept that companies must be customer - and - market driven. But there was little mention of what have now become fundamental topics such as segmentation, targeting and positioning. [...] The twelfth edition reflects a colaborative effort between the two authors with a goal of creating the best edition of 'Marketing management' ever. Extensive focus groups were conducted to fully understand the course and classroom needs of the instructor. Based on this input, the twelfth edition is designed to preserve the strengths of previous editions while introducing new material and organization to further enhance learning. It is dedicated to helping companies, groups, and individuals adapt their marketing strategies and management to the marketplace realities of the twenty-first century" from Preface.

PART ONE: UNDERSTANDING MARKETING MANAGEMENT --- 1. Defining marketing for 21st Century --- 2. Developing marketing strategy and plans --- PART TWO: CAPTURING MARKETING INSIGHTS --- 3. Gathering information and scanning the environment --- 4. Conducting marketing research and forecasting demand --- PART THREE: CONNECTING WITH CUSTOMER --- 5. Creating costumer value, satisfaction and loyalty --- 6. Analyzing costumer markets --- 7. Analyzing business markets --- 8. Identifying market segments and targets --- PART FOUR: BUILDING STRONG BRANDS --- 9. Creating brand equity --- 10. Crafting the brand positioning --- 11. Dealing with competition --- PART FIVE: SHAPING THE MARKET OFFERING --- 12. Setting product strategy --- 13. Designing and managing services --- 14. Developing prices strategies and programs --- PART SIX: DELIVERING VALUE --- 15. Designing and managing value networks and channels --- 16. Managing retailing, wholesaling and logistics --- PART SEVEN: COMMUNICATING VALUE --- 17. Designing and managing integrated marketing communications --- 18. Managing mass communications: advertising, sales promotions, events and public relations --- 19. Managing personal communications: direct marketing and personal selling --- PART EIGHT: CREATING SUCCESSFUL LONG-TERM GROWTH --- 20. Introducing new market offerings --- 21. Tapping into global market --- 22. Managing a holistic marketing organization.