Includes bibliographical references and indexes

Part 1 Understanding marketing management: assessing marketing's critical role in organizational performance; building customer satisfaction through quality, service and value; winning markets through market-oriented strategic planning. Part 2 Analyzing marketing opportunities: managing marketing information and measuring market demand; scanning the marketing environment; analyzing consumer markets and buying behaviour; analyzing industries and competitors; identifying market segments and selecting target markets. Part 3 Developing marketing strategies: differentiating and positioning the market offering; developing new products; managing life-cycle strategies; designing marketing strategies for market leaders; challengers, followers and nichers; designing and managing global marketing strategies. Part 4 Planning marketing programs: managing product lines, brands and packaging; managing service businesses and product support service; designing pricing strategies and programs; selecting and managing marketing channels; managing retailing, wholesaling and market logistics; designing and managing integrated marketing communication; managing advertising, sales promotion and public relations; managing the sale force; managing direct and online marketing. Part 5 Managing the marketing effort: organizing, implementing, evaluating and controlling marketing activities. Technical appendices: the theory of effective marketing: resource allocation; statistical methods for future demand projection; author index; company/brand index; subject index.

The ninth edition of this best-selling classic marketing management text reflects the recent trends and developments in global marketing. The new edition emphasises the importance of teamwork between marketing and all other functions of the business, introduces new perspectives in successful strategic market planning, and presents additional, company examples of creative, market-focused and customer-driven action. Kloter underscores the importance of computers, telecommunications and other new technologies in improving marketing planning and performance.