Includes index

Contents: Understanding marketing management: defining marketing for the twenty-first century -- Adapting marketing to the new economy -- Building customer satisfaction, value, and retention -- Analyzing marketing opportunities: winning markets through market-oriented strategic planning -- 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 market strategies: positioning and differentiating the market offering through the product life cycle -- Developing new market offerings -- Designing global market offerings -- Shaping the market offering: setting the product and branding strategy -- Designing and managing services -- Developing price strategies and programs: designing and managing value networks and marketing channels -- Managing retailing, wholesaling, and market logistics -- Managing integrated marketing communications -- Managing advertising, sales promotion, public relations, and direct marketing -- Managing the sales force -- Managing the total marketing effort.