Marketing Management, Global Edition 180 days Subscription

<ul> <li>Part 1. Understanding Marketing Management </li> <li>1. Defining Marketing for the New Realities </li> <li>2. Developing Marketing Strategies and Plans </li> <li>Part 2. Capturing Marketing Insights </li> <li>3. Collecting Information and Forecasting Demand </li> <li>4. Conducting Marketing Research </li> <li>Part 3. Connecting with Customers </li> <li>5. Creating Long-term Loyalty Relationships </li> <li>6. Analyzing Consumer Markets </li> <li>7. Analyzing Business Markets </li> <li>8. Tapping into Global Markets </li> <li>Part 4. Building Strong Brands </li> <li>9. Identifying Market Segments and Targets </li> <li>10. Crafting the Brand Positioning </li> <li>11. Creating Brand Equity </li> <li>12. Addressing Competition and Driving Growth </li> <li>Part 5. Shaping the Market Offerings </li> <li>13. Setting Product Strategy </li> <li>14. Designing and Managing Services </li> <li>15. Introducing New Market Offerings </li> <li>16. Developing Pricing Strategies and Programs </li> <li>Part 6. Delivering Value </li> <li>17. Designing and Managing Integrated Marketing Channels </li> <li>18. Managing Retailing, Wholesaling, and Logistics </li> <li>Part 7. Communicating Value </li> <li>19. Designing and Managing Integrated Marketing Communications </li> <li>20. Managing Digital Communications: Online, Social Media and Mobile Marketing </li> <li>21. Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations </li> <li>22. Managing Personal Communications: Direct Marketing, Word of Mouth, and Personal Selling </li> <li>Part 8. Managing the Marketing Organization </li> <li>23. Managing a Holistic Marketing Organization for the Long&nbsp;Run&nbsp; </li> </ul>