Managing marketing an applied approach

Section I: Marketing and the Firm
Chapter 1: Introduction to Managing Marketing
Chapter 2: The Value of Customers

Section II: Fundamental Insights for Strategic Marketing
Chapter 3: Market Insight
Chapter 4: Customer Insight
Chapter 5: Insight about Competitors, Company, and Complementers
Chapter 6: Marketing Research
Transition to Strategic Marketing

Section III: Strategic Marketing
Imperative 1: Determine and Recommend
Which Markets to Address
Chapter 7: Identifying and Choosing Opportunities
Imperative 2: Identify and Target Market Segments
Chapter 8: Market Segmentation and Targeting
Imperative 3: Set Strategic Direction and Positioning
Chapter 9: Market Strategy - Integrating Firm Efforts for Marketing Success
Chapter 10: Managing through the Life Cycle
Chapter 11: Managing Brands

Section IV: Implementing the Market Strategy
Imperative 4: Design the Market Offer
Part A. Providing Customer Value
Chapter 12: Managing the Product Line
Chapter 13: Managing Services and Customer Service
Chapter 14: Developing New Products

Part B. Communicating Customer Value
Chapter 15: Integrated Marketing Communications
Chapter 16: Mass and Digital Communication
Chapter 17: Directing and Managing the Field Sales Effort

Part C. Delivering Customer Value
Chapter 18: Distribution Decisions

Part D. Getting Paid for Customer Value
Chapter 19: Critical Underpinnings of Pricing Decisions
Chapter 20: Setting Prices

Imperative 5: Secure Support from Other Functions
Chapter 21: Ensuring the Firm Implements the Market Offer as Planned

Imperative 6: Monitor and Control
Chapter 22: Monitoring and Controlling Firm Performance and Functioning

Section V: Special Marketing Topics
Chapter 23: International, Regional, and Global Marketing
Chapter 24: Rural Marketing in India

Endnotes