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1. Marketing as a Business Discipline Marketing
2. Marketing Strategy and Tactics
3. The Marketing Plan
4. Identifying target customers: Segmentation and Targeting Analysis
5. Creating Customer Value: Developing a Value Proposition
6. Creating Company Value: Managing Revenues, Costs and Profits
7. Creating Collaborator Value: Managing Business Markets
8. Managing Products and Services
9. Managing Brands
10. Managing Price
11. Managing Incentives
12. Managing Communication
13. Managing Distribution
14. Gaining and Defending Market Position
15. Managing Sales Growth
16. Managing New Products
17. Managing Product Lines
18. Segmentation and Targeting Workbook
19. Business Model Workbook
20. Positioning Statement Workbook