Part 1: The Market-Led Organization1.The nature of marketing2.The global marketing environment3.Understanding customer behaviour4.Market Information5.Market segmentation, targeting and positioningPart 2: Creating Customer Value6.Value through products & brands 7.Value through services, relationships & experiences8.Value through pricePart 3: Delivering and managing customer value9.IMC 1: mass communications techniques10.IMC 2: direct communications techniques11.Distribution management12.Marketing planning and strategy.