Index

Contents: Understanding marketing management : Marketing in the 21st century -- Building customer satisfaction, value and retention -- Winning markets: market-oriented strategic planning -- Analyzing marketing opportunities : Gathering information and measuring market demand -- Scanning the marketing environment -- Analyzing consumer markets and business buying behaviour -- Analyzing business markets and business buying behaviour -- Dealing with the competition -- Identifying market segments and selecting target markets -- Developing marketing strategies : Positioning the market offering through the product life cycle -- Developing new market offerings -- Designing new market offerings -- Designing global market offerings -- Making marketing decisions : Managing product lines and brands -- Designing and managing services -- Designing pricing strategies and programs -- Managing and delivering marketing programs -- Managing marketing channels -- Managing retailing, wholesaling and market logistics -- Managing integrated marketing communications -- Managing advertising, sale promotion and public relations -- Managing the sales force -- Managing direct and on-line marketing -- Managing the total marketing effort.