SECTION 1:MARKETING AND THE FIRM
Chapter 1 Introduction to marketing management
Chapter 2 The environmental imperative
Chapter 3 The externally oriented firm
SECTION 2:FUNDAMENTALS FOR STRATEIC MARKETING
Chapter 4 Customers
Chapter 5 Competitors and complementers
SECTION 3:THE TASKS OF MARKETING
TASK 1:DETERMINE AND RECOMMEND WHICH MARKETS TO ADDRESS
Chapter 6 Identifying opportunities for creating shareholder value
TASK 2:IDENTIFY AND TARGET MARKET SEGMENTS
Chapter 7 Market segmentation and targeting
TASK 3:SET STRATEGIC DIRECTION
Chapter 8 Market strategic:the integrator
Chapter 9 Competitive market strategies in introduction and growth
Chapter 10 Competitive market strategies in maturity and decline
Chapter 11 Managing brands
TASK 4:DESIGN THE MARKETING OFFER
Chapter 12 Managing the product line
Chapter 13 Developing new products
Chapter 14 Integrated marketing communications
Chapter 15 Directing and managing the field sales effort
Chapter 16 Distribution decisions
Chapter 17 Managing services and customer service
Chapter 18 Managing price and value
TASK 5:SECURE SUPPORT FROM OTHER FUNCTIONS
Chapter 19 Ensuring the marketing offer is implemented as planned
TASK 6:MONITOR AND CONTROL
Chapter 20 Monitor and control execution and performance
SECTION 4:FUTURE DIRECTIONS
Chapter 21 Marketing and the internet
