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Chapter 1: Defining Marketing for the Twenty-First Century
Chapter 2: Developing and Implementing Marketing Strategies and Plans
Chapter 3: Understanding Markets, Market Demand, and the Marketing...
Chapter 4: Creating Customer Value, Satisfaction, and Loyalty
Chapter 5: Analyzing Consumer Markets
Chapter 6: Analyzing Business Markets
Chapter 7: Identifying Market Segments and Targets
Chapter 8: Creating Brand Equity
Chapter 9: Creating Positioning and Dealing with Competition
Chapter 10: Setting Product Strategy and Marketing Through the Life...
Chapter 11: Designing and Managing Services
Chapter 12: Developing Pricing Strategies and Programs
Chapter 13: Designing and Managing Value Networks and Channels
Chapter 14: Managing Retailing, Wholesaling, and Logistics
Chapter 15: Designing and Managing Integrated Marketing Communications
Chapter 16: Managing Mass Communications
Chapter 17: Managing Personal Communications
Chapter 18: Managing Marketing in the Global Economy
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