MARKETING MANAGEMENT IN THE 21ST CENTURY 5/e 2001

　　NOEL CAPON

　　Professor of business

　　Graduate school of business,Columbia University

　　JAMES M.HULBERT

　　Kopf professor of international marketing

　　Graduate school of business,Columbia University

SECTION 1:MARKETING AND THE FIRM
Chapter 1 Introduction to marketing management
Chapter 2 The environmental imperative
Chapter 3 The externally oriented firm

SECTION 2:FUNDAMENTALS FOR STRATEIC MARKETING
Chapter 4 Customers
Chapter 5 Competitors and complementers

SECTION 3:THE TASKS OF MARKETING

TASK 1:DETERMINE AND RECOMMEND WHICH MARKETS TO ADDRESS
Chapter 6 Identifying opportunities for creating shareholder value

TASK 2:IDENTIFY AND TARGET MARKET SEGMENTS
Chapter 7 Market segmentation and targeting

TASK 3:SET STRATEGIC DIRECTION
Chapter 8 Market strategic:the integrator
Chapter 9 Competitive market strategies in introduction and growth
Chapter 10 Competitive market strategies in maturity and decline
Chapter 11 Managing brands

TASK 4:DESIGN THE MARKETING OFFER
Chapter 12 Managing the product line
Chapter 13 Developing new products
Chapter 14 Integrated marketing communications
Chapter 15 Directing and managing the field sales effort
Chapter 16 Distribution decisions
Chapter 17 Managing services and customer service
Chapter 18 Managing price and value

TASK 5:SECURE SUPPORT FROM OTHER FUNCTIONS
Chapter 19 Ensuring the marketing offer is implemented as planned

TASK 6:MONITOR AND CONTROL
Chapter 20 Monitor and control execution and performance

SECTION 4:FUTURE DIRECTIONS
Chapter 21 Marketing and the internet