Marketing strategy and how it fits with business strategy -- Creating a marketing plan : an overview -- Market research : listen and learn -- Market customization : segmentation, targeting, and positioning -- Competitor analysis : understand your opponents -- Branding : differentiation that customers value -- The right customers : acquisition, retention, and development -- New product and service development : the marketers role -- Pricing it right : strategies, applications, and pitfalls -- Integrated marketing communications : creativity, consistency, and resource allocation -- Interactive marketing : new channelnew challenge -- Marketing across borders : its a big, big world -- The future of marketing : tomorrows challenge.