I. MARKETING AND THE FIRM

          1. Introduction to Marketing Management
          2. The Environmental Imperative
          3. The Externally Oriented Firm

II. FUNDAMENTALS FOR STRATEGIC MARKETING

          4. Customers
          5. Competitors and Complementers

III. THE TASKS OF MARKETING

    Task 1: Determine and Recommend Which Markets to Address
          6. Identifying Opportunities for Creating Shareholder Value

    Task 2: Identify and Target Market Segments
          7. Market Segmentation and Targeting

    Task 3: Set Strategic Direction
          8. Market Strategy: The Integrator
          9. Competitive Market Strategies in Introduction and Growth
        10. Competitive Market Strategies in Maturity and Decline
        11. Managing Brands

    Task 4: Design the Marketing Offer
        12. Managing the Product Line
        13. Developing New Products
        14. Integrated Marketing Communications
        15. Directing and Managing the Field Sales Effort
        16. Distribution Decisions
        17. Managing Services and Customer Service
        18. Managing Price and Value

    Task 5: Secure Support from Other Functions
        19. Ensuring the Marketing Offer Is Implemented as Planned

    Task 6: Monitor and Control
        20. Monitor and Control Execution and Performance

IV. FUTURE DIRECTIONS

        21. Marketing and the Internet

Postscript
Appendix
Glossary
Publications Cited in the Text
Brand/Company Index
Subject Index

26 oct. 2001