Understanding marketing management : Assessing marketing's critical role in organizational performance -- Building customer satisfaction through quality, service and value -- Winning markets through market-oriented strategic planning -- Analyzing marketing opportunities : Managing marketing information and measuring market demand -- Scanning the marketing environment -- Analyzing consumer markets and buying behavior -- Analyzing business markets and business buying behavior -- Analyzing industries and competitors -- Identifying market segments and selecting target markets -- Developing marketing strategies : Differentiating and positioning the market offering -- Developing new products -- Managing life -- Designing marketing strategies for market leaders, challengers followers, and nichers -- Designing and managing global marketing strategies -- Planning marketing programs : Managing product lines, brands, and packaging -- Managing service businesses and product support services -- Designing pricing strategies and programs -- Selecting and managing marketing channels -- Managing advertising, sales promotion and public relations -- Managing the sales force -- Managing direct and online marketing -- Managing the marketing effort : Organizing, implementing, evaluating and controlling marketing activities -- The theory of effective marketing-resource allocation -- Statistical methods for future demand projection

1. Marketing -- Management