Understanding the critical role of marketing in organizations and society -- Laying the groundwork through strategic planning -- The marketing management process and marketing planning -- Marketing information systems and marketing research -- Analyzing the marketing environment -- Analyzing consumer markets and buyer behavior -- Analyzing organizational markets and buyer behavior -- Analyzing competitors -- Measuring and forecasting markets -- Identifying market segments, selecting target markets, and developing market positions -- Marketing strategies for market leaders, challengers, followers, and nichers -- Marketing strategies for different stages of the product life cycle -- Marketing strategies for the global marketplace -- Developing, testing, and launching new products and services -- Managing products, product lines, and brands -- Managing services -- Designing pricing strategies and programs -- Selecting and managing marketing channels.

Managing retailing, wholesaling, and physical-distribution systems -- Designing communication and promotion mix strategies -- Designing effective advertising programs -- Designing sales promotion and public relations programs -- Managing the sales force -- Organizing and implementing marketing programs -- Evaluating and controlling marketing performance.