Customer focus and managing customer loyalty -- Marketing performance and marketing profitability -- Market potential, market demand, and market share -- Customer analysis and value creation -- Market segmentation and customer relationship marketing -- Competitor analysis and sources of advantage -- Product positioning, branding, and product-line strategies -- Market-based pricing and pricing strategies -- Marketing channels and e-marketing -- Marketing communications and customer response -- Strategic market planning -- Offensive strategies -- Defensive strategies -- Building a marketing plan -- Performance metrics and strategy implementation -- Market-based management and financial performance.