Table of Contents
Preface
Part I Making Marketing Decisions
CHAPTER 1 - Welcome to the World of Marketing
CHAPTER 2 - Strategic Planning: Making Choices in a Dynamic Environment
CHAPTER 3 - Decision Making in the New Era of Marketing: Enriching the Marketing Environment
CHAPTER 4 - Think Globally and Act Locally: Marketing in a Multinational Environment
Part II Understanding and Identifying Markets
CHAPTER 5 - Marketing Information and Research: Analyzing the Business Environment
CHAPTER 6 - Why People Buy: Consumer Behaviour
CHAPTER 7 - Why Organizations Buy: Business-to-Business Markets
CHAPTER 8 - Sharpening the Focus: Target Marketing Strategies
Part III Creating and Managing a Product: Goods and Services
CHAPTER 9 - Creating the Product
CHAPTER 10 - Managing the Product
CHAPTER 11 - Broadening the Product Focus: Marketing Intangibles and Services
Part IV Assigning Value to the Product
CHAPTER 12 - Pricing the Product
CHAPTER 13 - Pricing Methods
Part V Delivering the Product
CHAPTER 14 - Channel Management, Wholesaling, and Physical Distribution: Delivering the Product
CHAPTER 15 - Retailing and E-tailing
Part VI Communicating about the Product
CHAPTER 16 - Integrated Marketing Communications and Relationship Management
CHAPTER 17 - Advertising
CHAPTER 18 - Sales Promotion, Public Relations, and Personal Selling
APPENDIX A - Sample Marketing Plan
APPENDIX B - Marketing Math
ENDNOTES
CREDITS
COMPANY/NAME INDEX
SUBJECT INDEX
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