A Framework for Marketing Management

Pt. I. Understanding Marketing Management -- 1. Defining Marketing For The Twenty-first Century -- 2. Adapting Marketing To The New Economy -- 3. Building Customer Satisfaction, Value, And Retention -- Pt. Ii. Analyzing Marketing Opportunities -- 4. Winning Markets Through Strategic Planning, Implementation, And Control -- 5. Understanding Markets, Market Demand, And The Marketing Environment -- 6. Analyzing Consumer Markets And Buyer Behavior -- 7. Analyzing Business Markets And Buyer Behavior -- 8. Dealing With The Competition -- 9. Identifying Market Segments And Selecting Target Markets -- Pt. Iii. Making Marketing Decisions -- 10. Developing, Positioning, And Differentiating Products Through The Life Cycle -- 11. Setting Product And Brand Strategy -- 12. Designing And Managing Services -- 13. Designing Pricing Strategies And Programs -- Pt. Iv. Managing And Delivering Marketing Programs -- 14. Designing And Managing Value Networks And Marketing Channels -- 15. Managing Retailing, Wholesaling, And Market Logistics -- 16. Designing And Managing Integrated Marketing Communications -- 17. Managing The Sales Force. Philip Kotler. Includes Bibliographical References And Index.