Various multi-media instructional aids, including a web site, are available to supplement the text.
Includes bibliographical references and indexes.
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 lInformation 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 -- Managing and Delivering Marketing 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.