pt. I. Understanding Marketing Management -- 1. Defining Marketing for the Twenty-First Century -- 2. Adapting Marketing to the New Economy -- 3. Building Customer Satisfaction, Value, and Retention -- pt. II. Analyzing Marketing Opportunities -- 4. Winning Markets Through Strategic Planning, Implementation, and Control -- 5. Understanding Markets, Market Demand, and the Marketing Environment -- 6. Analyzing Consumer Markets and Buyer Behavior -- 7. Analyzing Business Markets and Buyer Behavior -- 8. Dealing with the Competition -- 9. Identifying Market Segments and Selecting Target Markets -- pt. III. Making Marketing Decisions -- 10. Developing, Positioning, and Differentiating Products Through the Life Cycle -- 11. Setting Product and Brand Strategy -- 12. Designing and Managing Services -- 13. Designing Pricing Strategies and Programs -- pt. IV. Managing and Delivering Marketing Programs -- 14. Designing and Managing Value Networks and Marketing Channels -- 15. Managing Retailing, Wholesaling, and Market Logistics -- 16. Designing and Managing Integrated Marketing Communications -- 17. Managing the Sales Force.