Frameworks for Market Strategy : European Edition (Paperback)

Section I: Marketing and the Firm 1. Introduction to Managing Marketing 2. The Value of Customers Section II: Fundamental Insights for Strategic Marketing 3. Market Insight 4. Customer Insight 5. Insight about Competitors, Company, and Complementers 6. Marketing Research Section III: Strategic Marketing 7. Identifying and Choosing Opportunities 8. Market Segmentation and Targeting 9. Market Strategy - Integrating Firm Efforts for Marketing Success 10. Managing through the Life Cycle 11. Managing Brands Section IV: Implementing the Market Strategy Part A: Providing Customer Value 12. Managing the Product Line 13. Managing Services and Customer Service 14. Developing New Products Part B: Communicating Customer Value 15. Integrated Marketing Communications 16. Mass Communication 17. Digital Marketing 18. Directing and Managing the Field Sales Effort Part C: Delivering Customer Value 19. Distribution Decisions 20. Retailing and Wholesaling PartD:Getting Paid For Customer Value21. Critical Underpinnings of Pricing Decisions 22. Setting Prices 23. Ensuring the Firm Implements the Market Offer as Planned 24. Monitoring & Controlling Firm Performance and Functioning 25. International, Regional, and Global Marketing 26. Ethical, Legal, and Socially Responsible Decisions in Marketing