Includes bibliographical references and index.

Part I. Understanding marketing management

Understanding the critical role of marketing in organizations and society

Building customer satisfaction through quality, services, and value

Laying the groundwork through market-oriented strategic planning

Managing the marketing process and marketing planning

Part II. Analyzing marketing opportunities

Marketing information systems and marketing research

Analyzing the marketing environment

Analyzing consumer markets and buyer behavior

Analyzing business markets and business buying behavior

Analyzing industries and competitors

Part III. Researching and selecting target markets

Measuring and forecasting market demand

Identifying market segments and selecting target markets

Part IV. Developing marketing strategies

Differentiating and positioning the market offer

Developing, testing, and launching new products and services

Managing product life cycles and strategies

Designing marketing strategies for market leaders, challengers, followers, and nichers

Designing strategies for the global marketplace

Part V. Planning marketing programs

Managing product lines, brands, and packaging

Managing services business and ancillary services

Designing pricing strategies and programs

Selecting and managing marketing channels

Managing retailing, wholesaling, and physical-distributions systems

Designing communication and promotion-mix strategies

Designing effective advertising programs

Designing direct-marketing, sales-promotion, and public-relations

Managing the salesforce

Part VI. Organizing, implementing, and controlling marketing effort

Organizing and implementing marketing programs

Evaluating and controlling marketing performance

The Asian marketplace