PartI The Marketing Process Chapter1 The Meaning of Marketing Chapter2 Marketing Strategy Chapter3 The Environment of Marketing Strategy PartII Understanding the Consumer Chapter4 Buyer Behavior Chapter5 Marketing Research Chapter6 Market Segmentation Chapter7 Developing Customer Loyalty PartIII The Marketing Mix Chapter8 Product Strategy Chapter9 Price Chapter10 Distribution Chapter11 Promotion Chapter12 Advertising Chapter13 Sales and Sales Management Chapter14 Controlling and Monitoring AppendixA A Sample Business Planning Manual AppendixB Glossary
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