Understanding marketing management: Marketing in the twenty-first century ; Building customer satisfaction, value, and retention ; Winning markets: market-oriented strategic planning -- Analyzing marketing opportunities: Gathering information 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 marketing strategies: Positioning the market offering through the product life cycle ; Developing new market offerings ; Designing global market offerings -- Making marketing decisions: Managing product lines and brands ; Designing and managing services ; Designing pricing strategies and programs -- Managing and delivering marketing programs: Managing marketing channels ; Managing retailing, wholesaling, and market logistics ; Managing integrated marketing communications ; Managing advertising, sales promotion, and public relations ; Managing the sales force ; Managing direct and on-line marketing ; Managing the total marketing effort

1. Marketing management