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Chapter 1: Defining Marketing for the 21st Century

Chapter 2: Developing Marketing Strategies & Plans

Chapter 3: Gathering Information & Scanning the Environment

Chapter 4: Conducting Marketing Research & Forecasting Demand

Chapter 5: Creating Customer Value, Satisfaction, & Loyalty

Chapter 6: Analyzing Consumer Markets

Chapter 7: Analyzing Business Markets

Chapter 8: Identifying Market Segments & Targets

Chapter 9: Creating Brand Equity

Chapter 10: Crafting the Brand Positioning

Chapter 11: Dealing with Competition

Chapter 12: Setting Product Strategy

Chapter 13: Designing & Managing Services

Chapter 14: Developing Pricing Strategies & Programs

Chapter 15: Designing & Managing Value Networks & Channels

Chapter 16: Managing Retailing, Wholesaling & Logistics

Chapter 17: Designing & Managing Integrated Marketing Communications

Chapter 18: Managing Mass Communications: Advertising, Sales...

Chapter 19: Managing Personal Communications: Direct Marketing & the...

Chapter 20: Introducing New Market Offerings

Chapter 21: Tapping into Global Markets

Chapter 22: Managing a Holistic Marketing Organization

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