Includes bibliographical references and index.

Ch. 1. Defining marketing for the 21st century -- Ch. 2. Developing marketing strategies and plans -- Ch. 3. Gathering information and scanning the environment -- Ch. 4. Conducting marketing research and forecasting demand -- Ch. 5. Creating customer value, satisfaction, and loyalty -- Ch. 6. Analyzing consumer markets -- Ch. 7. Analyzing business markets -- Ch. 8. Identifying market segments and targets -- Ch. 9. Creating brand equity -- Ch. 10. Crafting the brand positioning -- Ch. 11. Dealing with competition -- Ch. 12. Setting product strategy -- Ch. 13. Designing and managing services -- Ch. 14. Developing pricing strategies and programs -- Ch. 15. Designing and managing value networks and channels -- Ch. 16. Managing retailing, wholesaling, and logistics -- Ch. 17. Designing and managing integrated marketing communications -- Ch. 18. Managing mass communications : advertising, sales promotions, events, and public relations -- Ch. 19. Managing personal communications : direct marketing and personal selling -- Ch. 20. Introducing new market offerings -- Ch. 21. Tapping into global markets -- Ch. 22. Managing a holistic marketing organization.