Part I: Understanding Marketing Management

Chapter 1: Defining Marketing for the 21st Century

Chapter 2: Developing and Implementing Marketing Strategies and Plans

Chapter 3: Understanding Markets, Market Demand, and the Marketing Environment

Part II: Connecting with Customers

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

Part III: Building Strong Brands

Chapter 8: Creating Brand Equity

Chapter 9: Creating Positioning and Dealing with Competition

Part IV: Shaping the Market Offerings

Chapter 10: Setting Product Strategy and Marketing Through the Life Cycle

Chapter 11: Designing and Managing Services

Chapter 12: Designing Pricing Strategies and Programs

Part V: Delivering Value

Chapter 13: Designing and Managing Value Networks and Channels

Chapter 14: Managing Retailing, Wholesaling, and Logistics

Part VI: Communicating Value

Chapter 15: Designing and Managing IMC

Chapter 16: Managing Mass Communications

Chapter 17: Managing Personal Communications

Part VII: Creating Successful Long-Term Growth

Chapter 18: Managing Marketing in a Global Economy

Glossary