Part I: Understanding Marketing Management
- Defining Marketing for the 21st Century
- Developing and Implementing Marketing Strategies and Plans
- Understanding Markets, Market Demand, and the Marketing Environment
Part II: Connecting with Customers
- Creating Customer Value, Satisfaction, and Loyalty
- Analyzing Consumer Markets
- Analyzing Business Markets
- Identifying Market Segments and Targets
Part III: Building Strong Brands
- Creating Brand Equity
- Crafting the Brand Positioning and Dealing with Competition
Part IV: Shaping the Market Offerings
- Setting Product Strategy and Marketing Through the Life Cycle
- Designing and Managing Services
- Developing Pricing Strategies and Programs
Part V: Delivering Value
- Designing and Managing Integrated Marketing Channels
- Managing Retailing, Wholesaling, and Logistics
Part VI: Communicating Value
- Designing and Managing Integrated Marketing Communications
- Managing Mass Communications
- Managing Personal Communications
Part VII: Creating Successful Long-Term Growth
- Managing Marketing in the Global Economy
Glossary