Table of Contents
PART I: Defining Marketing and the Marketing Process
Chapter 1. Marketing: Managing Profitable Customer Relationships
Chapter 2. Company and Marketing Strategy: Partnering to Build Customer Relationships
PART II: Understanding the Marketplace of Consumers
Chapter 3. The Marketing Environment
Chapter 4. Managing Marketing Information
Chapter 5. Consumer and Business Buyer Behavior
PART III: Designing a Customer-Driven Marketing Strategy and Marketing Mix
Chapter 6. Segmentation, Targeting, and Positioning: Building the Right Relationships with the Right Customers
Chapter 7. Product, Services, and Branding Strategy
Chapter 8. New-Product Development and Product Life-Cycle Strategies
Chapter 9. Pricing: Understanding and Capturing Customer Value
Chapter 10. Marketing Channels and Supply Chain Management
Chapter 11. Retailing and Wholesaling
Chapter 12. Communicating Customer Value: Advertising, Sales Promotion, and Public Relations
Chapter 13. Communicating Customer Value: Personal Selling and Direct Marketing
PART IV: Extending Marketing
Chapter 14. Marketing in the Digital Age
Chapter 15. The Global Marketplace
Chapter 16. Marketing Ethics and Social Responsibility
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Purchase Info
ISBN-10: 0-13-186591-9
ISBN-13: 978-0-13-186591-4
Format: Book
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