Section A: Finding Out What the Customer Wants. Market research: Customers. Market research: Competitors and costs. Market segmentation. Section B: Develop the Product or Service to Match Customers? Needs. Forecasting and planning. Products and services. Place. Price. Section C: Tell the Customer All About It. Promotion. Advertising. Selling. Branding. Customers. The future. Conclusions. Useful addresses. References. Index.