15 Managing the Brand: Identity, Architecture, Extensions, and Co-branding Gathering Market Insights: Market Research Strategies 28 Building Customer Equity: Managing Customer Relationships for Growth 27 Managing the Customer Experience: From Touchpoints to Loyalty Drivers 26 Managing Product Lines: Extensions, Platforms, and Cannibalization 25 Developing New Products and Services: From Idea to Commercial Launch 24 Driving Sales Growth: Optimizing the Adoption Funnel and Closing Usage Gaps 23 Defending Market Position: Competitive Response, Pioneering, and Competency Building 22 Gaining Market Position: Strategies to Steal, Grow, Penetrate, and Create Markets 21 Managing Distribution Channels: Strategy, Design, and Market Reach 20 Marketing Communication: Choosing the Right Media, Messaging, and Implementation 19 Marketing Communication: Strategy, Targeting, and Messaging 18 Managing Incentives: Customer Promotions Trade Deals and Employee Rewards 17 Managing the Price: Cost Demand and Competitive Response 16 Managing the Price to Create Market Value 1 Marketing as a Core Business Discipline: Beyond Sales and Advertising 14 How Brands Create Value: Brand Power, Brand Equity, and Customer Impact 13 Managing Services: Value Delivery and Customer Satisfaction 12 Managing Products: Design, Packaging, and Life Cycle 11 Creating Company Value: The Profit Equation 10 Creating Customer Value: Developing a Winning Positioning Strategy 9 Creating Customer Value: Crafting a Meaningful Value Proposition 8 Market Segmentation: How to Define Optimal Customer Segments 7 Tactical Targeting: How to Effectively Reach Your Ideal Customers 6 Strategic Targeting: How to Choose the Right Target Market 5 Building a Marketing Action Plan That Drives Results 4 The G-STIC Framework for Marketing Management 3 Marketing Tactics: How to Design, Communicate, and Deliver Customer Value 2 Marketing Strategy: Target Market, Value Proposition, and the 3-V Principle