Marketing Management offers comprehensive coverage of both strategic and operational marketing issues with a liberal use of contemporary, global examples. It demonstrates clearly how marketing processes can contribute to the creation of value for the stakeholders of every business organization as well as for the organization itself.

Preface
Acknowledgements
List of Exhibits
PART I: STRATEGIC POSITIONING PROCESSES
The Strategic Positioning Process
Multiple Levels of Strategic Positioning
Creating Value; H.Mühlbacher
Strategic Management and Marketing; H.Mühlbacher
Strategic Positioning Part 1: Determining Relevant Markets; H.Mühlbacher
Strategic Positioning Part 2: Assessing the Attractiveness of Markets and the Relative Competitive Position; H.Mühlbacher
Strategic Positioning Part 3: Selecting and Implementing the Intended Market Position; H.Mühlbacher
PART II: MARKETING INTELLIGENCE
Marketing Intelligence; A.Jolibert
Consumer Behaviour; A.Jolibert
PART III: VALUE CREATION PROCESS
Product Management; A.Jolibert
Advertising; P-L.Dubois
Other Forms of Communication; P-L.Dubois
Value Negotiation and Personal Selling Processes; A.Jolibert
PART IV: VALUE GENERATION PROCESSES
Distribution Management; P-L.Dubois
Merchandising and Logistics; P-L.Dubois
Pricing Decisions; A.Jolibert
Sales Promotion; P-L.Dubois
Direct Marketing; P-L.Dubois
Index

PIERRE-LOUIS DUBOIS is Professor at Université Panthéon-Assas Paris, France, founding Editor of the journal Recherches et Applications en Marketing and a consultant to major companies.

ALAIN JOLIBERT is Professor of Marketing at Université Pierre Mendes, Grenoble, France, a leading figure in the Association Française de Marketing and Editor of the French journal Recherches et Applications en Marketing.

HANS MÜHLBACHER is Professor of Business Administration at Leopold-Franzens-University, Innsbruck, Austria. He has been Visiting Professor at many institutions in France and the USA. He has been President of the European Academy of Marketing and is a consultant to major firms.