Part Two: Buyer Behavior and Target Market Selection
Marketing Research and Information Systems
55
(12)
Target Markets: Segmentation and Evaluation
67
(14)
Consumer Buying Behavior
81
(14)
Organizational Markets and Buying Behavior
95
(12)
Part Three: Product Decisions
Product Concepts
107
(10)
Developing and Managing Products
117
(12)
Branding and Packaging
129
(14)
Services
143
(14)
Part Four: Distribution Decisions
Marketing Channels and Supply Chain Management
157
(10)
Wholesaling and Physical Distribution
167
(10)
Retailing
177
(10)
Part Five: Promotion Decisions
Integrated Marketing Communications
187
(10)
Advertising and Public Relations
197
(12)
Personal Selling and Sales Promotion
209
(12)
Part Six: Pricing Decisions
Pricing Concepts
221
(12)
Setting Prices
233
(16)
Part Seven: Implementation and Electronic Marketing
Marketing Implementation and Control
249
(10)
Marketing on the Internet
259
(10)
Appendix A Marketing Plan Worksheets
269
(24)
Appendix B Personal Career Plan Guide
293
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