Chapter 1 Defining Marketing for the 21st Century -- Chapter 2 Developing Marketing Strategies & Plans -- Chapter 3 Gathering Information & Scanning the Environment -- Chapter 4 Conducting Marketing Research & Forecasting Demand -- Chapter 5 Creating Customer Value, Satisfaction, and Loyalty -- Chapter 6 Analyzing Consumer Markets -- Chapter 7 Identifying Market Segments and Targets -- Chapter 8 Creating Brand Equity -- Chapter 9 Creating Brand Equity -- Chapter 10 Crafting the Brand Positioning -- Chapter 11 Dealing with Competition -- Chapter 12 Setting Product Strategy -- Chapter 13 Designing & Managing Services -- Chapter 14 Developing Pricing Strategies and Programs -- Chapter 15 Designing & Managing Marketing Channels & Value Networks -- Chapter 16 Managing Retailing, Wholesaling & Logistics -- Chapter 17 Designing and Managing Integrated Marketing Communications -- Chapter 18 Managing Mass Communications: Advertising, Sales Promotions, Events, & Public Relations -- Chapter 19 Managing Personal Communications: Direct Marketing & Personal Selling -- Chapter 20 Introducing New Market Offerings -- Chapter 21 Tapping into Global Markets -- Chapter 22 Managing a Holistic Marketing Organization.