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Part I.    Understanding Marketing Management

• Chapter 1 – Defining Marketing for the 21^st Century
• Chapter 2 – Developing Marketing Strategies & Plans

Part II.   Capturing Marketing Insights

• Chapter 3 – Gathering Information & Scanning the Environment
• Chapter 4 – Conducting Marketing Research & Forecasting Demand

Part III.   Connecting with Customers

• Chapter 5 – Creating Customer Value, Satisfaction, & Loyalty
• Chapter 6 Analyzing Consumer Markets
• Chapter 7 – Analyzing Business Markets
• Chapter 8 – Identifying Market Segments & Targets

Part IV.   Building Strong Brands

• Chapter 9 Creating Brand Equity
• Chapter 10 – Crafting the Brand Positioning
• Chapter 11 – Dealing with Competition

Part V.   Shaping the Market Offerings

• Chapter 12 – Setting Product Strategy
• Chapter 13 – Designing & Managing Services
• Chapter 14 – Developing Pricing Strategies & Programs

Part VI.   Delivering Value

• Chapter 15 – Designing & Managing Value Networks & Channels
• Chapter 16 – Managing Retailing, Wholesaling & Logistics

Part VII.   Communicating Value

• Chapter 17 – Designing & Managing Integrated Marketing Communications
• Chapter 18 – Managing Mass Communications:   Advertising, Sales Promotion, Events & Public Relations
• Chapter 19 Managing Personal Communications:   Direct Marketing & the Sales Force

Part VIII.   Creating Long-Term Growth

• Chapter 20 – Introducing New Market Offerings
• Chapter 21 – Tapping into Global Markets
• Chapter 22 – Managing a Holistic Marketing Organization

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