For these Global Editions, the editorial team at Pearson has collaborated with educator across the world to address a wide range of subject and requirements, equipping students with the best possible learning tools. This Global Edition preserves the cutting-edge approach and pedagogy of the original, but also features alterations, customization, and adaptation from the North American version.

Table of Contents
Part 1 Understanding Marketing Management
Chapter 1 Defining Marketing for the New Realities
Chapter 2 Developing Marketing Strategies
Part 2 Capturing Marketing Insights
Chapter 3 Collecting Information Forecasting Demand
Chapter 4 Conducting Marketing Research
Part 3 Connecting with Customers
Chapter 5 Creating Long-Term Loyalty Relationships
Chapter 6 Analyzing Consumer Markets
Chapter 7 Analyzing Business Markets
Chapter 8 Tapping into Global Markets
Part 4 Building Strong Brands
Chapter 9 Identifying Market Segments and Targets
Chapter 10 Crafting the Brand Positioning
Chapter 11 Creating Brand Equity
Chapter 12 Addressing Competition and Driving Growth
Part 5 Creating Value
Chapter 13 Setting Product Strategy
Chapter 14 Designing and Managing Services
Chapter 15 Introducing New Market Offerings
Chapter 16 Developing Pricing Strategies and Programas
Part 6 Delivering Value
Chapter 17 Designing and Managing Integrated Marketing Channels
Chapter 18 Managing Retailing, Wholesaling, and Logistics
Part 7 Communication Value
Chapter 19 Designing and Managing Integrated Marketing Communications
Chapter 20 Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations
Chapter 21 Managing Digital Communications: Online, Social Media, and Mobile
Chapter 22 Managing Personal Communications: Direct and Database Marketing and Personal Selling
Part 8 Conducting Marketing Responsibly for Long Run Success
Chapter 23 Managing a Holistic Marketing Organization for the Long Run