Marketing: A Focus on Customer Relationships and Value
4
(24)
Linking Marketing and Corporate Strategies
28
(44)
A Sample Marketing Plan
55
(17)
The Changing Marketing Environment
72
(26)
Ethics and Social Responsibility in Marketing
98
(18)
Part II Understanding Buyers and Markets
116
(84)
Global Marketing and World Trade
118
(30)
Consumer Behavior
148
(28)
Organizational Markets and Buyer Behavior
176
(24)
Part III Targeting Marketing Opportunities
200
(82)
Interactive Marketing and Electronic Commerce
202
(22)
Turning Marketing Information into Action
224
(30)
Market Segmentation, Targeting, and Positioning
254
(28)
Part IV Satisfying Marketing Opportunities
282
(294)
Developing New Products and Services
284
(28)
Managing Products and Brands
312
(28)
Managing Services
340
(20)
Pricing: Relating Objectives to Revenues and Costs
360
(24)
Pricing: Arriving at the Final Price
384
(34)
Financial Aspects of Marketing
410
(8)
Marketing Channels and Wholesaling
418
(24)
Supply Chain and Logistics Management
442
(22)
Retailing
464
(26)
Integrated Marketing Communications and Direct Marketing
490
(26)
Advertising, Sales Promotion, and Public Relations
516
(32)
Personal Selling and Sales Management
548
(28)
Part V Managing the Marketing Process
576
(82)
The Strategic Marketing Process
578
(80)
Career Planning in Marketing
608
(18)
Alternate Cases
626
(32)
Glossary
658
(17)
Chapter Notes
675
(27)
Credits
702
(3)
Name Index
705
(2)
Company/Product Index
707
(7)
Subject Index
714
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