Includes index

Contents: Understanding marketing management: Marketing in the twenty-first 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 buyer behavior -- Analyzing business markets and business buying behavior -- 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 products -- 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, sales promotion, public relations -- Managing the sales force -- Managing direct and on-line marketing -- Managing the total marketing effort.