Includes bibliographical references (pages 451-452) and index.

Part 1. The marketing concept

The essence of marketing : the customer first, last, and always

Planning : using tested concepts and new ideas for marketing strategy

The marketing environment : understanding forces you can't always control

The international challenge : going global with the flying pigeon bicycle group

Part 2. Marketing knowledge

Marketing research and information : figuring out what the customer wants

Profiling markets and forecasting sales : the art and science behind the numbers

Understanding buyer behavior : customers on the couch

Part 3. The tools of marketing

Segmentation, targeting, positioning : from mass marketing to one-on-one with the customer

Product development : the business of innovation

Product management : birth, death, and resurrection

The nature of pricing : making money and capturing the customer

Place and time—the distribution function : innovative guidelines for profitability

Promotion : the many faces of marketing