Prologue: Planning a Career in Marketing
Part 1 Designing Customer-Oriented Marketing Strategies
1 Marketing: Creating Satisfaction through Customer Relationships
2 Strategic Planning and the Marketing Process
Appendix A Creating an Effective Marketing Plan
3 The Marketing Environment, Ethics, and Social Responsibility
4 E-Commerce: Marketing in the Digital Age
Part 2 Understanding Buyers and Markets
5 Consumer Behavior
6 Business-to-Business (B2B) Marketing
7 Serving Global Markets
Part 3 Target Market Selection
8 Managing Marketing Information
9 Market Segmentation, Targeting, and Positioning
10 Relationship Marketing, Customer Relationship Management (CRM), and One-to-One Marketing
Part 4 Product Decisions
11 Product and Service Strategies
12 Category and Brand Management, Product Identification, and New-Product Planning
Part 5 Distribution Decisions
13 Marketing Channels, Logistics, and Supply Chain Management
14 Direct Marketing and Marketing Resellers: Retailers and Wholesalers
Part 6 Promotional Decisions
15 Integrated Marketing Communications
16 Advertising and Public Relations
17 Personal Selling and Sales Promotion
Part 7 Pricing Decisions
18 Pricing Concepts and Approaches
19 Pricing Strategies
Appendix: Financial Analysis in Marketing