Preface
Part 1 Introduction to Marketing Management
1 Scope of Marketing for New Realities
Marketing Management at Unilever
The Value of Marketing
The Scope of Marketing
Core Marketing Concepts
The New Marketing Realities
Company Orientation Toward the Marketplace
Updating The Four Ps
Marketing Management Tasks
Executive Summary
Notes
2 Marketing Strategies and Plans
Marketing Management at Hewlett-Packard
Marketing and Customer Value
Corporate and Division Strategic Planning
Business Unit Strategic Planning
The Marketing Plan
Marketing Implementation, Control, and Performance
Executive Summary
Notes
3 Marketing Research and Analysis
Marketing Management at Campbell Soup Company
The Marketing Information System and Marketing
Intelligence
The Marketing Research System
Forecasting and Demand Measurement
Analyzing the Macroenvironment
Executive Summary
Notes
Part 2 Connecting with Customers
4 Building Long-Term Customer Relationships
Marketing Management at Pandora
Building Customer Value, Satisfaction, and Loyalty
Maximizing Customer Lifetime Value
Cultivating Customer Relationships
Executive Summary
Notes
5 Buying Dynamics of Consumers and Businesses
Marketing Management at Cisco
What Influences Consumer Behavior?
Key Psychological Processes
The Consumer Buying Decision Process
What is Organizational Buying?
Participants in the Business Buying Process
Stages in the Business Buying Process
Managing Business-to-Business Customer Relationships
Executive Summary
Notes