Marketing management

"Inspired by the US editions, the 5th European edition of this text offers an overview of marketing through accessible, theoretically rigorous content underpinned by managerial relevance. Focus on digital technologies such as robotics, AI, augmented and virtual reality, and their impact on marketing management skill sets and practices. Inclusion of European and global perspectives on marketing, including insights into international marketing and cultural considerations"PART 1 UNDERSTANDING MARKETING MANAGEMENT Chapter 1 Defining marketing for the new realities -- Chapter 2 Understanding marketing management within a global context -- Chapter 3 Developing marketing strategies and plans -- Chapter 4 Managing digital technology in marketing -- PART 2 CAPTURING MARKETING INSIGHTS Chapter 5 The changing marketing environment and information management -- Chapter 6 Managing market research and forecasting -- Chapter 7 Analysing consumer markets -- Chapter 8 Analysing business markets -- Chapter 9 Dealing with competition -- PART 3 CONNECTING WITH CUSTOMERS Chapter 10 Seeking and developing target marketing differentiation strategies -- Chapter 11 Creating customer value, satisfaction and loyalty -- Chapter 12 Building strong brands -- Chapter 13 Digital and global brand management strategies -- PART 4 SHAPING AND PRICING THE PRODUCT OFFERING Chapter 14 Designing, developing and managing market offerings -- Chapter 15 Introducing new market offerings -- Chapter 16 Developing and managing pricing strategies -- PART 5 COMMUNICATING VALUE Chapter 17 Designing and managing non-personal marketing communications -- Chapter 18 Managing personal communications -- PART 6 DELIVERING VALUE Chapter 19 Designing and managing distribution channels and global value networks -- Chapter 20 Managing process, people (frontline staff) and physical evidence -- PART 7 MANAGING MARKETING IMPLEMENTATION AND CONTROL Chapter 21 Implementing marketing management -- Chapter 22 Managing marketing metrics