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The world of marketing is changing everyday-and in order for students to have a competitive edge, they need a textbook that reflects the best of today’s marketing theory and practices. Marketing Management, 14/e, is the gold standard marketing text because its content and organization consistently reflect the latest changes in today’s marketing theory and practice.

Contents:-

PART 1 Understanding Marketing Management
Chapter 1 Defining Marketing for the 21st Century
Chapter 2 Developing Marketing Strategies and Plans
PART 2 Capturing Marketing Insights
Chapter 3 Collecting Information and Forecasting Demand
Chapter 4 Conducting Marketing Research
PART 3 Connecting with Customers
Chapter 5 Creating Long-term Loyalty Relationships
Chapter 6 Analyzing Consumer Markets
Chapter 7 Analyzing Business Markets
Chapter 8 Identifying Market Segments and Targets
PART 4 Building Strong Brands
Chapter 9 Creating Brand Equity
Chapter 10 Crafting the Brand Positioning
Chapter 11 Competitive Dynamics
PART 5 Shaping the Market Offerings
Chapter 12 Setting Product Strategy
Chapter 13 Designing and Managing Services
Chapter 14 Developing Pricing Strategies and Programs
PART 6 Delivering Value
Chapter 15 Designing and Managing Integrated Marketing Channels
Chapter 16 Managing Retailing, Wholesaling, and Logistics
PART 7 Communicating Value
Chapter 17 Designing and Managing Integrated Marketing
Communications
Chapter 18 Managing Mass Communications: Advertising, Sales Promotions,
Events and Experiences, and Public Relations
Chapter 19 Managing Personal Communications: Direct and Interactive
Marketing, Word of Mouth, and Personal Selling
PART 8 Creating Successful Long-term Growth
Chapter 20 Introducing New Market Offerings
Chapter 21 Tapping into Global Markets
Chapter 22 Managing a Holistic Marketing Organization for the Long Run

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