CONTENTS

PART I UNDERSTANDING MARKETING MANAGEMENT
Chapter 1: Defining Marketing for the 21st Century
Chapter 2: Developing Marketing Strategis and Plans
PART II CAPTURING MARKETING INSIGHTS
Chapter 3: Gathering Information and Scanning the Environment
Chapter 4: Conducting Marketing Research and Forecasting Demand
PART III CONNECTING WITH CUSTOMERS
Chapter 5: Creating Customer Value, Satisfaction, and Loyalty
Chapter 6: Analyzing Consumer Markets
Chapter 7: Analysing Business Markets
Chapter 8: Identifyin Market Segments and Targets
PART IV BUILDING STRONG BRANDS
Chapter 9: Creating Brand Equity
Chapter10: Crafting the Brand Positioning
Chapter11: Dealing with Competition
PART V SHAPING THE MARKET OFFERINGS
Chapter12: Setting Product Strategy
Chapter13: Designing and Managing Services
Chapter14: Developing Pricing Strategies and Programs