Marketing Management, 14th Edition

Stay on the cutting-edge with the gold standard text that reflects the latest in marketing theory and practice.

Marketing Management is the gold standard marketing text because its content and organization consistently reflect the latest changes in today’s marketing theory and practice.

Remaining true to its gold-standard status, the fourteenth edition includes an overhaul of new material and updated information, and now is available with mymarketinglab–Pearson’s online tutorial and assessment platform.

Table of Contents

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 Collecting Information and Forecasting Demand
CHAPTER 4 Conducting Marketing Research

PART 3 Connecting with Customers
CHAPTER 5 Creating Long-term Loyalty Relationships
CHAPTER 6 Analyzing Consumer Markets
CHAPTER 7 Analyzing Business Markets
CHAPTER 8 Identifying Market Segments and Targets

PART 4 Building Strong Brands
CHAPTER 9 Creating Brand Equity
CHAPTER 10 Crafting the Brand Positioning
CHAPTER 11 Competitive Dynamics

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 Integrated Marketing 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 Experiences, and Public Relations
CHAPTER 19 Managing Personal Communications: Direct and Interactive Marketing, Word of Mouth, and Personal Selling

PART 8 Creating Successful Longterm Growth
CHAPTER 20 Introducing New Market Offerings
CHAPTER 21 Tapping into Global Markets
CHAPTER 22 Managing a Holistic Marketing Organization for the Long Run

Appendix Sonic Marketing Plan