1 Marketing strategy : how it fits with business strategy
2 Creating a marketing plan : an overview
3 Market research : listen and learn
4 Market customization : segmentation, targeting, and positioning
5 Competitor analysis : understand your opponents
6 Branding : differentiation that customers value
7 The right customers : acquisition, retention, and development
8 Developing new products and services : the marketer's role
9 Pricing it right : strategies, applications, and pitfalls
10 Integrated marketing communications : creativity, consistency, and effective resource allocation
11 Interactive marketing : new channel, new challenge
12 Marketing across borders : it's a big, big world
13 The future of marketing : tomorrow's challenges