Marketing 

The 15th edition of Marketing Management is a landmark entry in the long successful history of the market leader. With the 15th edition, great care was taken to provide an introductory guide to marketing management that truly reflects the modern realities of marketing. In doing so, classic concepts, guidelines, and examples were retained while new ones were added as appropriate. Three broad forces—globalization, technology, and social responsibility—were identified as critical to the success of modern marketing programs. These three topics are evident all through the text.

As has been the case for a number of editions now, the overriding goal of the revision for the 15th edition of Marketing Management was to create as comprehensive, current, and engaging a MBA marketing textbook as possible. Where appropriate, new material was added, old material was updated, and no longer relevant or necessary material was deleted.
Even though marketing is changing in many significant ways these days, many core elements remain, and we feel strongly that a balanced approach of classic and contemporary approaches and perspectives is the way to go. Marketing Management, 15th edition, allows those instructors who have used the 14th edition to build on what they have learned and done while at the same time offering a text that is unsurpassed in breadth, depth, and relevance for students experiencing Marketing Management for the first time.
The successful across-chapter reorganization into eight parts that began with the 12th edition of Marketing Management has largely been preserved, although several adjustments have been made to improve student understanding, as described below. Many of the favorably received within-chapter features that have been introduced through the years, such as topical chapter openers, in-text boxes highlighting noteworthy companies or issues, and the Marketing Insight and Marketing Memo boxes that provide in-depth conceptual and practical commentary, have been retained.
 

Preface 17
Part 1 Understanding Marketing Management 24
Chapter 1 Defining Marketing for the New Realities 25
Chapter 2 Developing Marketing Strategies and Plans 57
Part 2 Capturing Marketing Insights 88
Chapter 3 Collecting Information and Forecasting Demand 89
Chapter 4 Conducting Marketing Research 121
Part 3 Connecting with Customers 148
Chapter 5 Creating Long-Term Loyalty Relationships 149
Chapter 6 Analyzing Consumer Markets 179
Chapter 7 Analyzing Business Markets 211
Chapter 8 Tapping into Global Markets 239
Part 4 Building Strong Brands 266
Chapter 9 Identifying Market Segments and Targets 267
Chapter 10 Crafting the Brand Positioning 297
Chapter 11 Creating Brand Equity 321
Chapter 12 Addressing Competition and Driving Growth 357
Part 5 Creating Value 388
Chapter 13 Setting Product Strategy 389
Chapter 14 Designing and Managing Services 421
Chapter 15 Introducing New Market Offerings 451
Chapter 16 Developing Pricing Strategies and Programs 483
Part 6 Delivering Value 514
Chapter 17 Designing and Managing Integrated Marketing Channels 515
Chapter 18 Managing Retailing, Wholesaling, and Logistics 549
Part 7 Communicating Value 578
Chapter 19 Designing and Managing Integrated Marketing Communications 579
Chapter 20 Managing Mass Communications: Advertising, Sales Promotions, Events

and Experiences, and Public Relations 607
Chapter 21 Managing Digital Communications: Online, Social Media, and Mobile 637
Chapter 22 Managing Personal Communications: Direct and Database Marketing and Personal Selling 657
Part 8 Conducting Marketing Responsibly for Long-Term Success 678
Chapter 23 Managing a Holistic Marketing Organization for the Long Run 679

Appendix: Sonic Marketing Plan and Exercises A1
Endnotes E1
Glossary G1
Name Index I1
Company, Brand, and Organization Index I5
Subject Index I18
 

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