Chapter 1 Marketing in the Twenty-first Century
Chapter 2 Building Customer Satisfaction through Quality, Service, and Value
Chapter 3 Winning Markets: Market-Oriented Strategic Planning
Chapter 4 Gathering Information and Measuring Market Demand
Chapter 5 Scanning the Marketing Environment
Chapter 6 Analyzing Consumer Markets and Buying Behavior
Chapter 7 Analyzing Business Markets & Business Buying Behavior
Chapter 8 Dealing with the Competition
Chapter 9 Identifying Market Segments and Selecting Target Markets
Chapter 10 Positioning and Differentiating Market Offerings over the Life Cycle
Chapter 11 Developing New Market Offerings
Chapter 12 Designing Global Market Offerings
Chapter 13 Managing Product Lines, Brands, and Packaging
Chapter 14 Designing and Managing Services
Chapter 15 Designing Pricing Strategies and Programs
Chapter 16 Selecting and Managing Marketing Channels
Chapter 17 Managing Retailing, Wholesaling, and Market Logistics
Chapter 18 Designing and Managing Integrated Marketing Communications
Chapter 19 Managing Advertising, Sales Promotion and Public Relations