Chapter 1 An introduction to marketing and marketing management

1.1 The initiation of marketing

1.2 The definitions of marketing and marketing management

1.3 Basic concepts in marketing 1

1.4 Basic concepts in marketing 2

1.5 Company orientations toward marketplace

1.6 Marketing mix

Chapter 1   Defining Marketing for the New Realities

Chapter2 Developing and Implementing Marketing Strategies

2.1 Value chain and core business processes

2.2 Maximizing core competencies

2.3 External and internal analysis

2.4 Competitive strategy in marketing

Chapter 2   Developing and Implementing Marketing Strategies and Plans

Chapter3 Capturing Marketing Insights

3.1 Marketing research

3.2 Big data and market survey

Chapter 3   Capturing Marketing Insights and Forecasting Demand

Chapter4 Creating Long-Term Loyalty Relationships

4.1 Customer value and satisfaction

4.2 Maximizing customer lifetime value

4.3 Building brand loyalty

Chapter 4   Creating Long-Term Loyalty Relationships

Chapter5 Analyzing  consumer behavior

5.1 Cultural factors influencing consumer behavior

5.2 Social and personal factors influencing consumer behavior

5.3 The buying decision process

Chapter 5   Analyzing Consumer and Business Markets

Chapter6 segmentation, targeting and positioning

6.1 Bases for segmenting consumer markets

6.2 Evaluating & targeting market segments

6.3 Developing and establishing a brand positioning

6.4 Brand positioning strategy

6.5 Competitive positioning for market leaders

6.6 Competitive positioning for market challengers

6.7 Competitive positioning for market followers and nichers

Chapter 6   Identifying Market Segments and Targets

Chapter7 Setting Product Strategy and Introducing New Offerings

7.1 Product characteristics and classifications

7.2 Product differentiation

7.3 Product hierarchy

7.4 Branding and packaging strategies

7.5 Product portfolio management

7.6 New product development

Chapter 7   Setting Product Strategy and Introducing New Offerings

Chapter8 Developing Pricing Strategies and Programs

8.1 Consumer psychology and price setting

8.2 Adapting the price

Chapter 8   Developing Pricing Strategies and Programs

Chapter9 Designing and Managing Integrated Marketing Communications

9.1 Marketing communication mix

9.2 Integrated marketing communication process

9.3 Advertising strategy

9.4 Sales promotion and online comunication

Chapter 9   Designing and Managing Integrated Marketing Communications

Chapter10 Designing And Managing Integrated Marketing Channels

10.1 Designing marketing channels

10.2 Marketing channel management

Chapter 10   Designing and Managing Integrated Marketing Channels