http://www.loc.gov/mods/v3 http://www.loc.gov/standards/mods/v3/mods-3-2.xsd
Pt. 1. Strategic marketing -- Pt. 2. Markets, segments, and customer value -- Pt. 3. Designing market-driven strategies -- Pt. 4. Market-driven program development -- Pt. 5. Implementing and managing market-driven strategies -- Pt. 6. Comprehensive cases
Various multi-media instructional materials are available to supplement the text
Includes bibliographical references and indexes