Description

Table of contents:

Part 1: THE WORLD OF MARKETING.
1. An Overview of Marketing.
2. Strategic Planning for Competitive Advantage.
3. Ethics and Social Responsibility.
4. The Marketing Environment.
5. Developing a Global Vision.
Part 2: ANALYZING MARKETING OPPORTUNITIES.
6. Consumer Decision Making.
7. Business Marketing.
8. Segmenting and Targeting Markets.
9. Decision Support Systems and Marketing Research.
Part 3: PRODUCT DECISIONS.
10. Product Concepts.
11. Developing and Managing Products.
12. Services and Nonprofit Organization Marketing.
Part 4: DISTRIBUTION DECISIONS.
13. Marketing Channels.
14. Supply Chain Management.
15. Retailing.
Part 5: PROMOTION AND COMMUNICATION STRATEGIES.
16. Promotional Planning for Competitive Advantage.
17. Advertising and Public Relations.
18. Sales Promotion and Personal Selling.
Part 6: PRICING DECISIONS.
19. Pricing Concepts.
20. Setting the Right Price.
Part 7: TECHNOLOGY-DRIVEN MARKETING.
21. Consumer Relationship Management (CRM).