Understanding marketing management -- Defining marketing for the 21st century -- Developing marketing strategies and plans -- Capturing marketing insights -- Collecting information and forecasting demand -- Conducting marketing research -- Connecting with customers -- Creating long-term loyalty relationships -- Analyzing consumer markets -- Analyzing business markets -- Identifying market segments and targets -- Building strong brands -- Creating brand equity -- Crafting the brand positioning -- Competitive dynamics -- Shaping the market offerings -- Setting product strategy -- Designing and managing services -- Developing pricing strategies and programs -- Delivering value -- Designing and managing integrated marketing channels -- Managing retailing, wholesaling, and logistics -- Communicating value -- Designing and managing integrated marketing communications -- Managing mass communications : advertising, sales promotions, events and experiences, and public relations -- Managing personal communications, direct and interactive marketing, word of mouth, and personal selling -- Creating successful long-term growth -- Introducing new market offerings -- Tapping into global markets -- Managing a holistic marketing organization for the long run.