Defining marketing for the 21st century -- Developing marketing strategies and plans -- Gathering information and scanning the environment -- Conducting marketing research and forecasting demand -- Creating customer Value, Satisfaction, and loyalty -- Analyzing consumer markets -- Analyzing business markets -- Identifying market segments and targets -- Creating brand equity -- Crafting the brand positioning -- Dealing with competition -- Setting product strategy -- Designing and managing services -- Developing pricing strategies and programs -- Designing and managing value networks and channels -- Managing retailing, wholesaling, and logistics -- Designing and managing integrated marketing communications -- Managing mass communications: advertising, sales promotions, events, and public relations -- Managing personal communications: direct marketing and personal selling -- Introducing new market offerings -- Tapping into global markets -- managing a holistic marketing organization

1. Marketing -- Management