Marketing is a rapidly evolving discipline. Demographic change, technological development, the advent of the internet, the evolution of commerce, and the economic crisis that has caused reduced consumer spending in several areas have all contributed to promoting a radical transformation of the management of the business-client relationship. Having adopted a viewpoint according to which marketing's prime goal is the creation of a solid relationship of trust with customers, and through the use of a wealth of practical examples, the authors explain in clear terms the main stages of the marketing management process: analysis, planning, communication and delivery, innovation, and value control.

Contents: Part One: Value analysis. - I. Marketing, environmental scanning and competitive analysis. - II. Market quantitative analysis. - III. Customer behaviour analysis. - IV. Analysis of distribution systems and intermediaries. - Part Two: Value definition. - V. Market segmentation, targeting and positioning. - VI. Value selling proposition: product and value package. - VII. Value definition and pricing policies. Part Three: Value communication and delivery. - VIII. Communication policies and advertising. - IX. Sales promotion, direct marketing and one to one marketing. - X. Channel design and trade marketing. - XI. Sales force structure and management. - Part Four: Marketing Innovation. - XII. New product development and market launch. - XIII. Digital marketing: from interactive to collaborative marketing. - XIV. Consumer experience marketing. - XV. Unconventional marketing. - XVI. Service marketing and customer solutions. Part Five: Tools for value analysis, controlling and planning. - XVII. Market research. - XVIII. Marketing plan. - Conclusions: toward the trust oriented marketing. References.

Sandro Castaldo is Chairman of the Marketing Department of the SDA Bocconi School of Management and Full Professor at the Management Department of the Bocconi University were he teaches Marketing and Channel management.