pt. I. Strategic Marketing -- 1. Imperatives for market-driven strategy -- Cases for Part I -- pt. II. Markets, segments, and customer value -- 2. Markets and competitive space -- 3. Strategic marketing segmentation -- 4. Strategic customer relationship management -- 5. Capabilities for learning about customers and markets -- Cases for Part II -- pt. III. Designing market-driven strategies -- 6. Market targeting and strategic positioning -- 7. Strategic relationships -- 8. Innovation and new product strategy -- Cases for Part III -- pt. IV. Market-driven program development -- 9. Strategic brand management -- 10. Value chain strategy -- 11. Pricing strategy -- 12. Promotion, advertising, and sales promotion strategies -- 13. Sales force, Internet, and direct marketing strategies -- Cases for Part IV -- pt. V. Implementing and managing market-driven strategies -- 14. Designing market-driven organizations -- 15. Marketing strategy implementation -- Cases for Part V -- pt. VI. Comprehensive cases -- Cases for Part VI.