Section 1: The Role of Marketing in Developing Successful Business Strategies§Chapter 1: The Marketing Management Process§Chapter 2: The Marketing Implications of Corporate and Business Strategies§Section 2: Market Opportunity Analysis§Chapter 3: Understanding Market Opportunities§Chapter 4: Understanding Consumer Buying Behavior§Chapter 5: Understanding Organizational Markets and Buying Behavior§Chapter 6: Measuring Market Opportunities: Forecasting and Market Knowledge§Chapter 7: Targeting Attractive Market Segments§Chapter 8: Differentiation and Brand Positioning§Section 3: Developing Strategic Marketing Programs§Chapter 9: Business Strategies: A Foundation for Marketing Program Decisions§Chapter 10: Product Decisions§Chapter 11: Pricing Decisions§Chapter 12: Distribution Channel Decisions§Chapter 13: Integrated Promotion Decisions§Section 4: Strategic Marketing Programs for Selected Situations§Chapter 14: Marketing Strategies for a Digitally Networked World§Chapter 15: Strategies for New and Growing Markets§Chapter 16: Strategies for Mature and Declining Markets§Section 5: Implementing and Controlling Marketing Programs§Chapter 17: Organizing and Planning for Effective Implementation§Chapter 18: Measuring and Delivering Marketing Performance§Index§ Skryť popis