| PART 1 | Understanding Marketing Management 2 |
| Chapter1 | Defining Marketing for the 21st Century 3 |
| Chapter 2 | Developing Marketing trategies and Plans 33 |
| PART 2 | Capturing Marketing Insights 62 |
| Chapter 3 | Gathering Information and Scanning the Environment 63 |
| Chapter 4 | Conducting Marketing Research and Forecasting Demand 85 |
| PARTS | Connecting with Customers 116 |
| Chapter 5 | Creating Customer Value, Satisfaction, and Loyalty 117 |
| Chapter 6 | Analyzing Consumer Markets 145 |
| Chapter 7 | Analyzing Business Markets 177 |
| Chapter 8 | Identifying Market Segments and Targets 201 |
| 4 | Building Strong Brands 228 |
| Chapter 9 | Dealing with Competition 229 Creating |
| Chapter 10 | Brand Equity 253 Grafting the Brand |
| Chapter 11 | Positioning 287 |
| 5 | Shaping the Market Offerings 314 |
| Chapter 12 | Setting Product Strategy 315 Designing and Managing |
| Chapter 13 | Services 339 Developing Pricing Strategies and Programs 363 |
| Chapter 14 | Delivering Value 394 |
| Chapter 15 | Designing and Managing Value Networks and Channels 395 |
| Chapter 16 | Managing Retailing, Wholesaling, and Logistics 421 |
| PART? | Communicating Value 442 |
| Chapter 17 | Designing and Managing Integrated Marketing Communications 443 |
| Chapter 18 | Managing Mass Communications: Advertising, Sales Promotions,Events, and Public Relations 471 |
| Chapter 19 | Managing Personal Communications: Direct Marketing and Personal Selling 503 |
| PARTS | Creating Successful Long-Term Growth 530 |
| Chapter 20 | Introducing New Market Offerings 531 |
| Chapter 21 | Tapping into Global Markets 563 |
| Chapter 22 | Managing a Holistic Marketing Organization 591 |
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