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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; 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: Customer on the Couch; 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; Afterward; Chapter Notes; Glossary; Resources; Index.