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I. UNDERSTANDING MARKETING MANAGEMENT. 1. Defining Marketing for the Twenty-First Century. 2. Adapting Marketing to the New Economy. 3. Building Customer Satisfaction, Value and Retention. II. ANALYZING MARKETING OPPORTUNITIES. 4. Winning Markets Through Market-Oriented Strategic Planning. 5. Gathering Information and Measuring Market Demand. 6. Scanning the Marketing Environment. 7. Analyzing Consumer Markets and Buyer Behavior. 8. Analyzing Business Markets and Business Buying Behavior. 9. Dealing with the Competition. 10. Identifying Market Segments and Selecting Target Markets. III. DEVELOPING MARKET STRATEGIES. 11. Positioning and Differentiating the Market Offering Through the Product Life Cycle. 12. Developing New Market Offerings. 13. Designing Global Market Offerings. IV. SHAPING THE MARKETING OFFERING. 14. Setting the Product and Branding Strategy. 15. Designing and Managing Services. 16. Developing Price Strategies and Programs. V. MANAGING AND DELIVERING MARKETING PROGRAMS. 17. Designing and Managing Value Networks. 18. Managing Retailing, Wholesaling, and Market Logistics. 19. Managing Integrated Marketing Communications. 20. Managing Advertising, Sales Promotion, Public Relations and Direct Marketing. 21. Managing the Sales Force. 22. Managing the Total Marketing Effort. Image Credits. Name Index. Company/Brand Index. Subject Index.
