This new edition contains end-of-chapter video cases, focusing on successful real companies' processes, strategies, and procedures.
Table of Contents
Part One: DESIGNING CUSTOMER-ORIENTED MARKETING STRATEGIES.1. Marketing: The Art and Science of Satisfying Customers.2. Strategic Planning and the Marketing Process.Appendix: Creating an Effective Marketing Plan.3. The Marketing Environment, Ethics, and Social Responsibility.4. E-Business in Contemporary MarketingPart Two: UNDERSTANDING BUYERS AND MARKETS.5. Consumer Behavior.6. Business-to-Business (B2B) Marketing.7. Global Marketing.Part Three: TARGET MARKET SELECTION.8. Marketing Research and Sales Forecasting.9. Market Segmentation, Targeting, and Positioning.10. Relationship Marketing and Customer Relationship Management (CRM).Part Four: PRODUCT DECISIONS.11. Product and Service Strategies.12. Developing and Managing Brand and Product Categories.Part Five: DISTRIBUTION DECISIONS.13. Marketing Channels and Supply Chain Management.14. Retailers, Wholesalers, and Direct Marketers.Part Six: PROMOTIONAL DECISIONS.15. Integrated Marketing Communications.16. Advertising and Public Relations.17. Personal Selling and Sales Promotion.Part Seven: PRICING DECISIONS.18. Pricing Concepts.19. Pricing Strategies.