Chapter 1: Defining Marketing
Chapter 2: Marketing Strategies
Chapter 3: Marketing Information System
Chapter 4: Marketing Research
Chapter 5: Creating Long-Term Loyalty Relationships
Chapter 6: Analyzing Consumer Markets
Chapter 7: Analyzing Business Markets
Chapter 8: Tapping into Global Markets
Chapter 9: Identifying Market Segments & Targets
Chapter 10: Crafting the Brand Positioning
Chapter 11: Creating Brand Equity
Chapter 12: Competitive Dynamics
Chapter 13: Setting Product Strategy
Chapter 14: Designing & Managing Services
Chapter 15: Introducing New Market Offerings
Chapter 16: Developing Pricing Strategies & Programs
Chapter 17: Designing Integrated Marketing Channels
Chapter 18: Managing Retailing, Wholesaling, & Logistics
Chapter 19: Designing Integrated Marketing Communications
Chapter 20: Managing Mass Communications
Chapter 21: Managing Digital Communications
Chapter 22: Managing Personal Communications
Chapter 23: Managing a Holistic Marketing Organization
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