PART ONE: Laying the Groundwork:
Shaping Marketing Strategies
2. The Key Aspects of Marketing Strategy
3. Analysis of the Initial Strategic Situation
4. Formulation, Evaluation and Selection of Marketing Strategies
End of Part 1 Case Study – Tesla Motors, Inc.: Silicon Valley is Getting Started to E-nable Mobility for the Masses

PART TWO: The Marketing Mix
5. Product Decisions
6. Pricing: Making Profitable Decisions
7. Sales Decisions
8. Communication Decisions
9. Tying the Knot with Customers
End of Part 2 Case Study – Jägermeister: Teaching an Old Brand New Tricks

PART THREE: Marketing in Specific Contexts
10. Business-to-Business Marketing
11. Marketing of Services
12. International Marketing
End of Part 3 Case Study – How Amazon Establishes a Global Reach in E-Tailing

PART FOUR: Marketing Implementation
13. Marketing and Sales Organization
14. Marketing and Sales Information Systems
15. Marketing and Sales Management Control
16. Human Resource Management in Marketing and Sales
17.Market Orientation
End of Part 4 Case Study – Nespresso: How Market Orientation Helps Create and Protect an Iconic Brand
End of Part 4 Case Study – How IBM Reinvented Itself