Marketing Management: Providing, Communicating and Delivering Value

Abstract

IDENTITY, SOCIETY AND CUSTOMER VALUES. Marketing in Society. Scope of Marketing Management Analytical Methodfs in Marketing. Understanding the Market Environment. SELECT THE VALUE FOR MARKETS. CUSTOMERS AND COMPETITORS. Analysis of Markets. Understanding Consumer Markets. Understanding Organisational Markets. Understanding and Analysing Competitors. Informing Marketing Decisions. PROVIDE THE VALUE FOR CUSTOMERS. Product and Service Marketing Decisions. Developing New Products and Services. Brand Management Decisions. Pricing Decision and Methods. COMMUNICATE THE VALUE TO CUSTOMERS. Marketing Communications: Advertising and Public Relations. Direct Marketing. Personal Selling. DELIVER THE VALUE TO CUSTOMERS. Managing Distribution Channels. Managing Market Logistics. Sales Promotion. MARKETING PLANNING. IMPLEMENTATION AND PERFORMANCE. Marketing Planning. Marketing Implementation and Performance and Control.

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