TABLE OF CONTENTS

SECTION 1. The Role Of Marketing In Developing Successfull Business Stragies
1. The Marketing Management Process
2. The Marketing Implications of Corporate and Business Strategies

SECTION 2. Market Opportunity Analysis
3. Understanding Market Opportunities
4. Understanding Consumer Buying Behavior
5. Understanding Organizational Markets and Buying Behavior
6. Measuring Market Opportunities: Forecasting and Marketing Knowledge
7. Targeting Attractive Market Segments
8. Differentiation and Positioning

SECTION 3. Developing Strategic Marketing Programs
9. Business Strategies: A Foundation for Marketing Program Decisions
10. Product Decisions
11. Pricing Decisions
12. Distribution Channel Decisions
13. Integrated Promotion Decisions

SECTION 4. Strategic Marketing Programs For Selected Situations
14. Marketing Strategies for the New Economy
15. Strategies for the New and Growing Markets
16. Strategic Choices for Mature and Declining Markets

SECTION 5. Implementing And Controling Marketing Programs
17. Organizing and Planning for Effective Implementation
18. Measuring and Delivering Marketing Performance