Section 1. The role of marketing in developing successful business strategies -- ch. 1. The marketing management process -- ch. 2. The marketing implications of corporate and business strategies -- Section 2. Market opportunity analysis -- ch. 3. Understanding market opportunities -- ch. 4. Understanding consumer buying behavior -- ch. 5. Understanding organizational markets and buying behavior -- ch. 6. Measuring market opportunities : forecasting and marketing knowledge -- ch. 7. Targeting attractive market segments -- ch. 8. Differentiation and positioning -- Section 3. Developing strategic marketing programs -- ch. 9. Business strategies : a foundation for marketing program decisions -- ch. 10. Product decisions -- ch. 11. Pricing decisions -- ch. 12. Distribution channel decisions -- ch. 13. Integrated promotion decisions -- Section 4. Strategic marketing programs for selected situations -- ch. 14. Marketing strategies for the new economy -- ch. 15 Strategies for the new and growing markets -- ch. 16. Strategic choices for mature and declining markets -- Section 5. Implementing and controlling marketing programs -- ch. 17. Organizing and planning for effective implementation -- ch. 18. Measuring and delivering marketing performance.