Table of Contents:
Part I. Defining Marketing and the Marketing Process
Part II. Understanding the Marketplace and Consumers
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3. Analyzing the Marketing Environment
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4. Managing Marketing Information to Gain Customer
Insights
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5. Consumer Markets and Consumer Buyer Behavior
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6. Business Markets and Business Buyer Behavior
Part III. Designing a Customer-Driven Strategy and Mix
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7. Consumer-Driven Marketing Strategy
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8. Products, Services, and Brands: Building Customer
Value
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9. New Product Development and Product Life-Cycle
Strategies
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10. Pricing: Understanding and Capturing Customer Value
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11. Pricing Strategies
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12. Marketing Channels: Delivering Customer Value
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13. Retailing and Wholesaling
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14. Communicating Customer Value: Integrated Marketing
Communications Strategy
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15. Advertising and Public Relations
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16. Personal Selling and Sales Promotion
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17. Direct and Online Marketing: Building Direct Customer
Relationships
Part IV. Extending Marketing
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18. Creating Competitive Advantage
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19. The Global Marketplace
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20. Sustainable Marketing: Social Responsibility and
Ethics
Appendix
本書其它內容…
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