Marketing management, 2nd edition

Part 1 Key concepts

Chapter 1 Marketing Approach 

1.1 Definition of marketing

1.2 Milestones in the development of marketing 

1.3 Basic marketing concepts 

1.4 Understanding the integrated marketing model

1.5 The internal marketing management process

1.6 The future of marketing

 

Chapter 2 Marketing Process

2.1 How marketing contributes to a company’s mission

2.2 Business strategies

2.3 Marketing planning

2.4 Control

2.5 Organizational structure

2.6 Ethics in marketing

 

Chapter 3 Marketing Strategy

3.1 Segmentation 

3.2 Targeting

3.3 Positioning

3.4 Differentiation

 

Chapter 4 Creativity and Marketing Innovation

4.1 The creativity and innovation process

4.2 The role of research: explore and innovate

4.3 The value chain

4.4 The business model

4.5 The creation of value: marketing strategy

4.6 The marketing mix

 

Part 2 Analysis 

Chapter 5 Internal and External Environments

5.1 The SWOT model

5.2 The TOWS model

5.3 The internal environment

5.4 The external environment

 

Chapter 6 Marketing Research 

6.1 Marketing information system (MIS) 

6.2 Data 

6.3 Marketing research 

6.4 Steps of the marketing research process

 

Chapter 7 Consumer Behaviour 

7.1 Understanding the consumer is crucial 

7.2 The study of consumer behaviour 

7.3 The integrated model of consumer behaviour

7.4 Characterizing the decision process 

7.5 Steps in the decision process 

7.6 Sources of influence on consumer behaviour 

 

Part 3 Commercial Mix 

Chapter 8 Products, Services and Brands 

8.1 Products and services 

8.2 Product dimensions 

8.3 Product portfolio management 

8.4 Brand management 

8.5 Product life cycle management 

 

Chapter 9 Marketing Communication 

9.1 The role of communication in marketing strategy 

9.2 Strategic planning in communication 

9.3 Target audience and consumer insight 

9.4 Communication objectives 

9.5 The key message 

9.6 The main types of media and integrated marketing communication 

9.7 Marketing communication media 

9.8 Creative strategy and the advertising idea 

9.9 Structure and role of communication agencies 

 

Chapter 10 Relationship Selling 

10.1 Selling approaches 

10.2 Relational selling approach 

10.3 The salesperson 

10.4 Selling process 

10.5 Business development 

10.6 International selling 

10.7 Sales force management 

 

Chapter 11 Distribution 

11.1 The rationale for distribution intermediaries 

11.2 The functions of distribution intermediaries

11.3 Types of distribution intermediaries 

11.4 Distribution channels 

11.5 Selecting a distribution network 

11.6 Multi-channel distribution with an omnichannel strategy 

 

Chapter 12 Price 

12.1 Product prices 

12.2 Environmental influences on pricing 

12.3 Pricing objectives 

12.4 Pricing strategies 

12.5 Pricing methods