Part 1. Designing customer-oriented marketing strategies. 1. Customer-driven marketing -- 2. Strategic planning and the marketing process -- 3. The marketing environment, ethics and social responsibility -- 4. Global dimensions of marketing. Part 2. Managing technology and information to achieve marketing success. 5. E-commerce: electronic marketing and the internet for Dot.com and brick-and-mortar marketers -- 6. Relationship marketing and customer relationship management (CRM) -- 7. Marketing research, decision-support systems and sales forecasting. Part 3. Market segmentation and customer behavior. 8. Market segmentation, targeting and positioning -- 9. Consumer behavior -- 10. Business-to-business (B2B) marketing. Part 4. Product strategy. 11. Product strategies -- 12. Category and brand management, product identification and new-product planning. Part 5. Pricing strategy. 13. Price determination -- 14. Managing the pricing function. Part 6. Distribution strategy. 15. Marketing channels, logistics and supply chain management -- 16. Direct marketing and marketing resellers: retainers and wholesalers. 7. Promotional strategy. 17. Integrated marketing communications -- 18. Advertising, sales promotion and public relations -- 19. Personal selling and sales-force management