Includes bibliographical references and index.

Foreword: thinking about marketing / Philip Kotler -- Preface / Bobby J. Calder -- Section One. Developing a marketing strategy. Chapter 1. Creating customers and shaping the competitive game / Gregory S. Carpenter -- Chapter 2. Identifying market segments and selecting targets/ Kent Grayson -- Chapter 3. Marketing research and understanding consumers / Bobby J. Calder -- Chapter 4. Developing a compelling brand positioning / Brian Sternthal -- Chapter 5. Writing a brand positioning statement and translating it into brand design / Bobby J. Calder -- Chapter 6. Creating and managing brands / Gregory S. Carpenter -- Section Two. Implementing the strategy. Chapter 7. Making the brand come alive within your organization / Lisa Fortini-Campbell -- Chapter 8. The sandwich strategy: managing new products and services for value creation and value capture / Dipak C. Jain -- Chapter 9. Pricing for profit / Lakshman Krishnamurthi -- Chapter 10. Advertising strategy / Brian Sternthal -- Chapter 11. Marketing channel design and management / Anne T. Coughlan -- Chapter 12. Building a winning sales force / Sally E. Lorimer -- Section Three. Perspectives on Contemporary issues in marketing. Chapter 13. Marketing to consumers at the bottom of the pyramid / Maria Flores Letelier -- Chapter 14. The new influence of social media / Shyam Gopinath -- Chapter 15. From the wheel to Twitter: where do innovations come from? / David Gal -- Chapter 16. Brand-led innovation / Edward S. Calder -- Chapter 17. Managing product assortments: insights from consumer psychology / Alexander Chernev -- Chapter 18. Goal-driven marketing research: the answer to a shrinking budget / Angela Y. Lee -- Chapter 19. Aligning sales and marketing to enhance customer value and drive company results / Sally E. Lorimer -- Chapter 20. Creating superior value by managing the marketing-operations management interface / Jeffrey D. Shulman.

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