CONTENTS PART 1: UNDERSTANDING MARKETING MANAGEMENT Marketing in the twenty-first century Building customer satisfaction, value and retention Winning markets: Market oriented strategic planning PART II: ANALYZING MARKETING OPPORTUNITIES Gathering information and measuring market demand Scanning the market environment Analysing consumer markets and buyer behaviour Analysing business markets and business buying behaviour Dealing with the competition Identifying market segments and selecting target markets PART III: DEVELOPING MARKETING STRATEGIES Positioning the market offering through the product life cycle Developing new market offerings Designing global market offerings PART IV: MAKING MARKETING DECISIONS Managing product lines and brands Designing and managing services Designing pricing strategies and programs PART V: MANAGING AND DELIVERING MARKETING PROGRAMS Managing marketing channels Managing retailing, wholesaling, and market logistics Managing integrated marketing communications Managing advertising, sales promotion, and public relations Managing the sales force Managing direct and online marketing Managing the total marketing effort

Includes bibliographical references and indexes.