Includes bibliographical references and indexes.

Defining marketing for the 21st century – Developing marketing strategies and plans – Collecting information and forecasting demand – Conducting marketing research – Creating longterm loyalty relationships – Analyzing consumer markets – Analyzing business markets – Identifying market segments and targets – Creating brand equity – Crafting the brand positioning – Competitive dynamics – Setting product strategy – Designing and managing services – Developing pricing strategies and programs – Designing and managing integrated marketing communications – Managing mass communications: advertising sales promotions, events and experiences and public relations – Managing personal communications: direct and interactive marketing, word of mouth, and personal selling – Introducing new market offerings – Tapping into global markets – Managing a holistic marketing organization for the lon run.