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  

Framework for Marketing Management uses the following features to facilitate learning: A concise yet exhaustive text provides flexibility in the classroom A streamlined text allows instructors to convey current marketing management practices and theory while leaving room to incorporate outside cases, simulations, and projects. UPDATED! A 21st Century view of marketing brings modern strategy and information to the text NEW! A comprehensive organization of the text around three major 21st century themes provides a current lens through which to view the following subjects: GlobalizationTechnologySocial Responsibility (both individual and societal)NEW! Chapter 16: Managing Digital Communications: Online, Social Media, and Mobile adds extended coverage of the latest digital trends and their impact on marketing to the text.NEW! Major 21st century developments are covered extensively throughout the text, including: Omnichannel marketingMobile appsGeofencing and mobile commercePrivacy concernsShopper marketingSharing economy UPDATED! Reorganized chapter content creates a more fluid flow information REVISED! Chapter 5: Analyzing Consumer and Business Markets provides combined coverage of consumer and business markets in a single chapter, allowing students the opportunity to explore the similarities and differences in marketing to individual consumers, business, government agencies, and institutions.REVISED! Chapters 6 and 7 have been reversed so that information on positioning follows content on segmentation and targeting to abide by the conventional STP sequencing of topics.UPDATED! Chapter 2: Marketing Strategy and Planning contains all related information on marketing implementation, metrics, and control to emphasize the importance of advance planning for measuring and managing marketing performance. UPDATED! Pedagogical features connect key concepts to real world marketing strategies NEW! Opening Vignettes at the beginning of each chapter demonstrate marketing management at major companies that introduce major chapter concepts with real examples. Companies featured include: LinkedinPepsiCoUSA AGatoradePandoraCiscoPatagoniaNEW! Marketing Insight boxes introduce a wide range of cutting-edge topics and marketing solutions, including: Marketing 3.0Marketing double jeopardyShowroomingPlaying tricks to build a brandMarketing Skills boxes discuss how marketers can develop skills they need to succeed in the current marketing environment, encouraging students to develop the fundamental skills necessary for the real world of business.

UPDATED! A 21st Century view of marketing brings modern strategy and information to the text A comprehensive organization of the text around three major 21st century themes provides a current lens through which to view the following subjects: GlobalizationTechnologySocial Responsibility (both individual and societal)Chapter 16: Managing Digital Communications: Online, Social Media, and Mobile adds extended coverage of the latest digital trends and their impact on marketing to the text.Major 21st century developments are covered extensively throughout the text, including: Omnichannel marketingMobile appsGeofencing and mobile commercePrivacy concernsShopper marketingSharing economy UPDATED! Reorganized chapter content creates a more fluid flow information REVISED! Chapter 5: Analyzing Consumer and Business Markets provides combined coverage of consumer and business markets in a single chapter, allowing students the opportunity to explore the similarities and differences in marketing to individual consumers, business, government agencies, and institutions.REVISED! Chapters 6 and 7 have been reversed so that information on positioning follows content on segmentation and targeting to abide by the conventional STP sequencing of topics.UPDATED! Chapter 2: Marketing Strategy and Planning contains all related information on marketing implementation, metrics, and control to emphasize the importance of advance planning for measuring and managing marketing performance. UPDATED! Pedagogical features connect key concepts to real world marketing strategies Opening Vignettes at the beginning of each chapter demonstrate marketing management at major companies that introduce major chapter concepts with real examples. Companies featured include: LinkedinPepsiCoUSA AGatoradePandoraCiscoPatagoniaMarketing Insight boxes introduce a wide range of cutting-edge topics and marketing solutions, including: Marketing 3.0Marketing double jeopardyShowroomingPlaying tricks to build a brand