Marketing Management ^{9th Ed.}

An analysis of trends and developments in global marketing management. The book includes a section on brand development as one of the keys to successful marketing. Emphasis is placed on managing business processes and core competencies, not just departmental functions. Also emphasized is the importance of teamwork between marketing and all the other functions of the business. Different perspectives are introduced in strategic market planning. The text provides company examples of creative, market-focused action.

• Part I Understanding Marketing Management
• Chapter 1 Assessing Marketing’s Critical Role in Organizational Performance
• Doing Business in the Global Economy
• The Global Economy
• The Income Gap
• The Environmental Imperative and Other Business Trends
• Technological Advances
• Focus on the Customer
• Other Issues
• What Is Marketing? The Core Concepts
• Needs, Wants, and Demands
• Products (Goods, Services, and Ideas)
• Value, Cost, and Satisfaction
• Exchange and Transactions
• Relationships and Networks
• Markets
• Marketers and Prospects
• Marketing Management
• Company Orientation Towards the Marketplace
• The Production Concept
• The Product Concept
• The Selling Concept/Sales Concept
• The Marketing Concept
• The Societal Marketing Concept
• The Rapid Adoption of Marketing Management
• In the Business Sector
• In the Nonprofit Sector
• In the Global Sector
• Summary
• Concept Applications
• Notes
• Chapter 2 Building Customer Satisfaction Through Quality, Service, and Value
• Defining Customer Value and Satisfaction
• Customer Value
• Customer Satisfaction
• Delivering Customer Value and Satisfaction
• Value Chain
• Value-Delivery Network
• Attracting and Retaining Customers
• Computing the Cost of Lost Customers
• The Need for Customer Retention
• Relationship Marketing: The Key
• Customer Profitability: The Ultimate Test
• Implementing Total Quality Marketing
• Summary
• Concept Applications
• Notes
• Chapter 3 Winning Markets Through Market-Oriented Strategic Planning
• The Nature of High-Performance Businesses
• Stakeholders
• Processes
• Resources
• Organization and Organizational Culture
• Corporate and Division Strategic Planning
• Defining the Corporate Mission
• Establishing Strategic Business Units
• Assigning Resources to Each SBU
• Planning New Businesses
• Downsizing Older Businesses
• Business Strategic Planning
• Business Mission
• External Environmental Analysis (Opportunity and Threat Analysis)
• Internal Environmental Analysis (Strengths/Weaknesses Analysis)
• Goal Formulation
• Strategy Formulation
• Program Formulation
• Implementation
• Feedback and Control
• The Marketing Process
• Analyzing Marketing Opportunities
• Developing Marketing Strategies
• Planning Marketing Programs
• Managing the Marketing Effort
• Product Planning: The Nature and Contents of a Marketing Plan
• Executive Summary and Table of Contents
• Current Marketing Situation
• Opportunities and Issues Analysis
• Objectives
• Marketing Strategy
• Action Programs
• Projected Profit-and-Loss Statement
• Controls
• The Shape of Marketing Planning in the 1990s
• Summary
• Concept Applications
• Notes
• Part II Analyzing Marketing Opportunities
• Chapter 4 Managing Marketing Information and Measuring Market Demand
• What Is a Marketing Information System?
• Internal Records System
• The Order-to-Payment Cycle
• Sales Reporting Systems
• Marketing Intelligence System
• Marketing Research System
• Suppliers of Marketing Research
• The Marketing Research Process
• The Characteristics of Good Marketing Research
• Overcoming Barriers to the Use of Marketing Research
• Marketing Decision Support System
• An Overview of Forecasting and Demand Measurement
• Measures of Market Demand
• Which market to Measure?
• A Vocabulary for Demand Measurement
• Estimating Current Demand
• Estimating Future Demand
• Summary
• Concept Applications
• Notes
• Chapter 5 Scanning the Market Environment
• Analyzing Needs and Trends in the Macroenvironment
• Identifying and Responding to the Major Macroenvironment Forces
• Demographic Environment
• Economic Environment
• Natural Environment
• Technological Environment
• Political/Legal Environment
• Social/Cultural Environment
• Summary
• Concept Applications
• Notes
• Chapter 6 Analyzing Consumer Markets and Buying Behavior
• A Model of Consumer Behavior
• Major Factors Influencing Buying Behavior
• Cultural Factors
• Social Factors
• Personal Factors
• Psychological Factors
• The Buying Process
• Buying Roles
• Buying Behavior
• The Stages of the Buying Decision Process
• Summary
• Concept Applications
• Notes
• Chapter 7 Analyzing Business Markets and Business Buying Behavior
• What Is Organizational Buying?
• The Business Market versus the Consumer Market
• Buying Situations
• Participants in the Business Buying Process
• Major Influences on Business Buyers
• The Purchasing/Procurement Process
• Institutional and Government Markets
• Summary
• Concept Applications
• Notes
• Chapter 8 Analyzing Industries and Competitors
• Identifying Competitors
• Industry Concepts of Competition
• Market Concept of Competition
• Identifying Competitors’ Strategies
• Determining Competitors’ Objectives
• Assessing Competitors’ Strengths and Weaknesses
• Estimating Competitors’ Reaction Patterns
• Designing the Competitive Intelligence System
• Selecting Competitors to Attack and Avoid
• Balancing Customer and Competitor Orientations
• Summary
• Concept Applications
• Notes
• Chapter 9 Identifying Market Segments and Selecting Target Markets
• Market Segmentation
• Levels of Market Segmentation
• Patterns of Market Segmentation
• Market-Segmentation Procedure
• Bases for Segmenting Consumer Markets
• Bases for Segmenting Business Markets
• Requirements for Effective Segmentation
• Market Targeting
• Evaluating the Market Segments
• Selecting the Market Segments
• Additional Considerations in Evaluating and Selecting Segments
• Summary
• Concept Applications
• Notes
• Part III Developing Marketing Strategies
• Chapter 10 Differentiating and Positioning the Market Offering
• Tools for Competitive Differentiation
• Product Differentiation
• Services Differentiation
• Personnel Differentiation
• Channel Differentiation
• Image Differentiation
• Developing a Positioning Strategy
• How Many Differences to Promote?
• Which Differences to Promote?
• Communicating the Company’s Positioning
• Summary
• Concept Applications
• Notes
• Chapter 11 Developing New Products
• Challenges in New Product Development
• Effective Organizational Arrangements
• Managing the New-Product Development Process
• Idea Generation
• Idea Screening
• Concept Development and Testing
• Marketing Strategy Development
• Business Analysis
• Product Development
• Market Testing
• Commercialization
• The Consumer-Adoption Process
• Stages in the Adoption Process
• Factors Influencing the Adoption Process
• Summary
• Concept Applications
• Notes
• Chapter 12 Managing Life-Cycle Strategies
• The Product Life Cycle
• Demand/Technology Life Cycle
• Stages in the Product Life Cycle
• Product-Category, Product-Form, Product, and Brand Life Cycles
• Other Shapes of the Product Life Cycle
• The International Product Life Cycle
• Marketing Strategies Throughout the PLC
• Introduction Stage
• Growth Stage
• Maturity Stage
• Decline Stage
• Summary and Critique of the Product Life-Cycle Concept
• Market Evolution
• Stages in Market Evolution
• Dynamics of Attribute Competition
• Summary
• Concept Applications
• Notes
• Chapter 13 Designing Marketing Strategies for Market Leaders, Challengers, Followers, and Nichers
• Market-Leader Strategies
• Expanding the Total Market
• Defending Market Share
• Expanding Market Share
• Two Case Studies: Procter & Gamble and Caterpillar
• Market-Challenger Strategies
• Defining the Strategic Objective and Opponent(s)
• Choosing a General Attack Strategy
• Choosing a Specific Attack Strategy
• Market-Follower Strategies
• Market-Nicher Strategies
• Niche Specialization
• Summary
• Concept Applications
• Notes
• Chapter 14 Designing and Managing Global Marketing Strategies
• Deciding Whether to Go Abroad
• Deciding Which Markets to Enter
• Deciding How to Enter the Market
• Indirect Export
• Direct Export
• Licensing
• Joint Ventures
• Direct Investment
• The Internationalization Process
• Deciding on the Marketing Program
• Product
• Promotion
• Price
• Place (Distribution Channels)
• Deciding on the Marketing Organization
• Export Department
• International Division
• Global Organization
• Summary
• Concept Applications
• Notes
• Part IV Planning Marketing Programs
• Chapter 15 Managing Product Lines, Brands, and Packaging
• What Is a Product?
• First Levels of a Product
• Product Hierarchy
• Product Classifications
• Product-Mix Decisions
• Product-Line Decisions
• Product-Line Analysis
• Product-Line Length
• Line Modernization
• Line Featuring
• Line Pruning
• Brand Decisions
• What Is a Brand?
• The Concept and Measurement of Brand Equity
• Challenges in Branding
• Packaging and Labeling Decisions
• Packaging
• Labeling
• Summary
• Concept Applications
• Notes
• Chapter 16 Managing Service Businesses and Product Support Services
• The Nature and Classification of Services
• The Characteristics of Services and Their Marketing Implications
• Intangibility
• Inseparability
• Variability
• Perishability
• Marketing Strategies for Service Firms
• Managing Differentiation
• Managing Service Quality
• Managing Productivity
• Managing Product Support Services
• Postsale Service Strategy
• Summary
• Concept Applications
• Notes
• Chapter 17 Designing Pricing Strategies and Programs
• Setting the Price
• Selecting the Pricing Objective
• Determining Demand
• Estimating Costs
• Analyzing Competitors’ Costs, Prices, and Offers
• Selecting a Pricing Method
• Selecting the Final Price
• Adapting the Price
• Geographical Pricing (Cash, Countertrade, and Barter)
• Price Discounts and Allowances
• Promotional Pricing
• Discriminatory Pricing
• Product-Mix Pricing
• Initiating and Responding to Price Changes
• Initiating Price Cuts
• Initiating Price Increases
• Reactions to Price Changes
• Responding to Competitors’ Price Changes
• Summary
• Concept Applications
• Notes
• Chapter 18 Selecting and Managing Marketing Channels
• What Are Marketing Channels?
• Why Are Marketing Intermediaries Used?
• Channel Functions and Flows
• Channel Levels
• Channels in the Service Sector
• Channel-Design Decisions
• Analyzing Customers’ Desired Service Output Levels
• Establishing the Channel Objectives and Constraints
• Identifying the Major Channel Alternatives
• Evaluating the Major Channel Alternatives
• Channel-Management Decisions
• Selecting Channel Members
• Motivating Channel Members
• Evaluating Channel Members
• Modifying Channel Arrangements
• Channel Dynamics
• Vertical Marketing Systems
• Horizontal Marketing Systems
• Multichannel Marketing Systems
• Roles of Individual Firms in a Channel
• Channel Cooperation, Conflict, and Competition
• Types of Conflict and Competition
• Causes of Channel Conflict
• Managing Channel Conflict
• Legal and Ethical Issues in Channel Relations
• Summary
• Concept Applications
• Notes
• Chapter 19 Managing Retailing, Wholesaling, and Market Logistics
• Retailing
• Types of Retailers
• Retailer marketing Decisions
• Trends in Retailing
• Wholesaling
• The Growth and Types of Wholesaling
• Wholesaler Marketing Decisions
• Trends in Wholesaling
• Market Logistics
• Market-Logistics Objectives
• Market-Logistics Decisions
• Organizational Lessons About Market Objectives
• Summary
• Concept Applications
• Notes
• Chapter 20 Designing and Managing Integrated Marketing Communications
• A View of the Communication Process
• Developing Effective Communications
• Identifying the Target Audience
• Determining the Communication Objectives
• Designing the Message
• Selecting the Communication Channels
• Establishing the Total Promotion Budget
• Deciding on the Promotion Mix
• Measuring the Promotion’s Results
• Managing and Coordinating Integrated Marketing Communications
• Summary
• Concept Applications
• Notes
• Chapter 21 Managing Advertising, Sales Promotion, and Public Relations
• Developing and Managing an Advertising Program
• Setting the Advertising Objectives
• Deciding on the Advertising Budget
• Choosing the Advertising Message
• Deciding on the Media
• Evaluating Advertising Effectiveness
• Sales Promotion
• The Rapid Growth of Sales Promotion
• Purpose of Sales Promotion
• Major Decisions in Sales Promotion
• Public Relations
• Major Decisions in Marketing PR
• Summary
• Concept Applications
• Notes
• Chapter 22 Managing the Sales Force
• Designing the Sales Force
• Sales Force Objectives
• Sales Force Strategy
• Sales Force Structure
• Sales Force Size
• Sales Force Compensation
• Managing the Sales Force
• Recruiting and Selecting Sales Representatives
• Training Sales Representatives
• Supervising Sales Representatives
• Motivating Sales Representatives
• Evaluating Sales Representatives
• Principles of Personal Selling
• Sales Professionalism
• Negotiation
• Relationship Marketing
• Summary
• Concept Applications
• Notes
• Chapter 23 Managing Direct and Online Marketing
• The Growth and Benefits of Direct Marketing
• The Growth of Direct Marketing and Electronic Shopping
• The Benefits of Direct Marketing
• Customer Databases and Direct Marketing
• Major Channels for Direct Marketing
• Face-to-Face Selling
• Direct-Mail Marketing
• Catalog Marketing
• Telemarketing
• Television and Other Major Media Direct-Response Marketing
• Kiosk Marketing
• Online Channels
• Marketing in the Twenty-First Century: Online Marketing
• The Benefits of Online Marketing
• Online Marketing Channels
• The Growing Use of Integrated Direct Marketing
• Public and Ethical Issues in the Use of Direct Marketing
• Summary
• Concept Applications
• Notes
• Part V Managing the Marketing Effort
• Chapter 24 Organizing, Implementing, Evaluating, and Controlling Marketing Activities
• Company Organization
• Marketing Organization
• The Evolution of the Marketing Department
• Ways of Organizing the Marketing Department
• Marketing’s Relations with Other Departments
• Strategies for Building a Companywide Marketing Orientation
• Marketing Implementation
• Controlling Marketing Activity
• Annual-Plan Control
• Profitability Control
• Efficiency Control
• Strategic Control
• Summary
• Concept Applications
• Notes
• Technical Appendixes
• Appendix 1 The Theory of Effective Marketing-Resource Allocation
• The Profit Equation
• The Sales Equation
• Forecasting Sales-Response Functions
• Profit Optimization
• Marketing-Allocation Optimization
• Notes
• Appendix 2 Statistical methods for Future Demand Projection
• Notes

This is a book you must have read, to be able to say that you understand the basics of the subject.

It is more fun to pull all your teeth, and about as all-encompassing.