Preface
Part 1. Fundamentals of Marketing Management
Chapter 1. Defining Marketing for the New Realities
Chapter 2. Marketing Planning and Management
Part 2. Understanding the Market
Chapter 3. Analyzing Consumer Markets
Chapter 4. Analyzing Business Markets
Chapter 5. Conducting Marketing Research
Part 3. Developing a Viable Market Strategy
Chapter 6. Identifying Market Segments and Target Customers
Chapter 7. Crafting a Customer Value Proposition and Positioning
Part 4. Designing Value
Chapter 8. Designing and Managing Products
Chapter 9. Designing and Managing Services
Chapter 10. Building Strong Brands
Chapter 11. Managing Pricing and Sales Promotions
Part 5. Communicating Value
Chapter 12. Managing Marketing Communications
Chapter 13. Designing an Integrated Marketing Campaign in the Digital Age
Chapter 14. Personal Selling and Direct Marketing
Part 6. Delivering Value
Chapter 15. Designing and Managing Distribution Channels
Chapter 16. Managing Retailing
Part 7. Managing Growth
Chapter 17. Driving Growth in Competitive Markets
Chapter 18. Developing New Market Offerings
Chapter 19. Building Customer Loyalty
Chapter 20. Tapping into Global Markets
Chapter 21. Socially Responsible Marketing
Endnotes
Glossary

*La edición digital no incluye códigos de acceso a material adicional o programas mencionados en el libro.