1. Strategic Market Management--An Introduction and Overview

PART I. STRATEGIC MARKET ANALYSIS
2. Environmental Analysis
3. Customer Analysis
4. Competitor Analysis
5. From Strategic Market Analysis to Marketing Strategy

PART II. CREATING MARKETING STRATEGY
6. Creating Advantage: Customer Value Leadership
7. Building and Managing Customer Relationships
8. Creating Valuable Customers
9. Creating Strong Brands
10. Strategic Brand Management

PART III. MANAGING MARKETING STRATEGY FOR GROWTH
11. The Growth Imperative
12. Full-Spectrum Innovation
13. Evaluating Growth Options
14. Managing Global Strategies
15. Managing the Business and Brand Portfolio

PART IV. IMPLEMENTING MARKETING STRATEGY
16. Harnessing the Organization
17. How Marketing Activities Create Value for Companies