Includes bibliographical references and indexes.

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 -- 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 global market offering -- 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, and public relations -- Managing the sales force -- Managing direct and on-line marketing -- Managing the total marketing effort.