Description

Table of Contents

Part I: Marketing Philosophy and Strategy

Chapter 1. Marketing and the Job of the Marketing Manager
Chapter 2. A Strategic Marketing Framework

Part II: Analysis for Marketing Decisions

Chapter 3. Marketing Research
Chapter 4. Analyzing Consumer Behavior
Chapter 5. Organizational Buying Behavior
Chapter 6. Market Structure and Competitor Analysis

Part III: Marketing Decision Making

Chapter 7. Product Decisions
Chapter 8. New Product Development
Chapter 9. Pricing
Chapter 10. Communications and Advertising Strategy
Chapter 11. Sales Promotion
Chapter 12. Channels of Distribution
Chapter 13. Direct Channels of Distribution: Personal Selling and Direct Marketing
Chapter 14. Customer Relationship Management

Chapter 15. Special Topic: Strategies for Service Markets