Marketing Management 12/E(行銷管理)

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 Gathering Information and Scanning the Environment

‧Chapter 4 Conducting Marketing Research and Forecasting Demand

Part 3　Connecting with Customers

‧Chapter 5 Creating Customer Value, Satisfaction, and Loyalty

‧Chapter 6 Analyzing Consumer Markets

‧Chapter 7 Analyzing Business Markets

‧Chapter 8 Identifying Market Segments and Targets

Part 4　Building Strong Bands

‧Chapter 9 Creating Brand Equity

‧Chapter 10 Crafting the Brand Positioning

‧Chapter 11 Dealing with Competition

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 Value Networks and 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 Public Relations

‧Chapter 19 Managing Personal Communications: Direct Marketing 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

Appendix

Glossary

Image Credits

Name Index

Company, Brand, and Organization Index

Subject Index