Marketing Management, 6/E

Section 1  The Marketing Environment
Chapter 1 Marketing Management Today 
Chapter 2 The Customer 
Chapter 3 The Competition 


Section 2 Assembling the Marketing Toolbox
Chapter 4 Consumer Behaviour 
Chapter 5 Organisational Buyer Behaviour 
Chapter 6 Segmentation and Targeting 
Chapter 7 Marketing Research and Information Systems 
Chapter 8 Market Measurement and Demand Forecasting 
Chapter 9 Marketing Planning 


Section 3 Creating Customer Value
Chapter 10 Product Management 
Chapter 11 New Product Decisions 
Chapter 12 Brand Management and Decisions 
Chapter 13 Customer Service 
Chapter 14 Pricing Decisions 


Section 4 Communication and Deliverance of Customer Value
Chapter 15 Integrated Marketing Communications 
Chapter 16 Advertising Management 
Chapter 17 Sales Promotion and Public Relations 
Chapter 18 Managing the Sales Function 
Chapter 19 Managing the Distribution Function 
Chapter 20 Retail Management 
Chapter 21 Direct Marketing 


Section 5 Creating Sustainable Competitive Value and Growth
Chapter 22 Marketing Strategy 
Chapter 23 Customer Relationship Management 
Chapter 24 Marketing Organisation 
Chapter 25 Marketing Performance and Control 


Section 6 Broadening Horizons
Chapter 26 Global Marketing 
Chapter 27 Service Marketing 
Chapter 28 Rural Marketing