Marketing : principles & perspectives / 3rd ed.

Table Of Contents:
Prologue America Online
Part One Marketing in a Dynamic Environment

An Overview of Contemporary Marketing 1(22)

The Global Marketing Environment 23(26)

Marketing's Strategic Role in the Organization 49(26)
Part Two Buying Behavior

Consumer Buying Behavior and Decision Making 75(26)

Business-to-Business Markets and Buying Behavior 101(20)
Part Three Marketing Research and Market Segmentation

Marketing Research and Decision Support Systems 121(26)

Market Segmentation and Targeting 147(30)
Part Four Product and Service Concepts and Strategies

Product and Service Concepts 177(22)

Developing New Products and Services 199(20)

Product and Service Strategies 219(22)
Part Five Pricing Concepts and Strategies

Pricing Concepts 241(26)

Price Determination and Pricing Strategies 267(26)
Part Six Marketing Channels and Logistics

Marketing Channels 293(24)

Retailing 317(26)

Wholesaling and Logistics Management 343(24)
Part Seven Integrated Marketing Communications

An Overview of Marketing Communications 367(24)

Advertising and Public Relations 391(28)

Consumer and Trade Sales Promotion 419(24)

Personal Selling and Sales Management 443(24)

Direct Marketing Communications 467(22)

Electronic Commerce 489(32)
Appendix A Applications of Mathematical and Financial Tools to Marketing Decisions 521(9)
Appendix B Developing a Marketing Plan 530(5)
Glossary 535(21)
Notes 556(19)
Credits 575(4)
Name Index 579(5)
Company and Brand Index 584(6)
Subject Index 590