Part 1-Defining Marketing and the Marketing Process 2 1. Marketing: Managing Profitable Customer Relationships 22. Company and Marketing Strategy: Partnering to Build Customer Relationships 34 Part 2-Understanding the Marketplace and Consumers 62 3. The Marketing Environment 624. Managing Marketing Information 945. Consumer Markets and Consumer Buyer Behavior 1286. Business Markets and Business Buyer Behavior 158 Part 3-Designing a Customer-Driven Strategy and Marketing Mix 182 7. Customer-Driven Marketing Strategy: Creativing Value for Target Customers 1828. Product, Services, and Branding Strategies 2169. New-Product Development and Life-Cycle Strategies 25010. Pricing Products: Understanding and Capturing Customer Value 28211. Pricing Products: Pricing Strategies 30612. Marketing Channels and Supply Chain Management 33213. Retailing and Wholesaling 36414. Communicating Customer Value: Integrated Marketing Communication Strategy 396 15. Advertising and Public Relations 42416. Personal Selling and Sales Promotion 45017. Direct and Online Marketing: Building Direct Customer Relationships 478 Part 4-Extending Marketing 514 18. Creating Competitive Advantage 51419. The Global Marketplace 54020. Marketing Ethics and Social Responsibility 570 APPENDIXES 1. Marketing Plan A-12. Marketing by the Numbers A-113. Careers in Marketing A-27References R-1Glossary G-1Credits C-1Index I-1
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