| Preface |
|
vii | |
| Part 1 The Contemporary Marketing Environment |
|
3 | (110) |
|
Customer-Driven Marketing |
|
|
4 | (34) |
|
The Marketing Environment, Ethics, and Social Responsibility |
|
|
38 | (38) |
|
Global Dimensions of Marketing |
|
|
76 | (37) |
| Part 2 Managing Technology to Achieve Marketing Success |
|
113 | (66) |
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E-Commerce: Electronic Marketing and the Internet |
|
|
114 | (36) |
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Succeeding Using Relationship and Database Marketing |
|
|
150 | (29) |
| Part 3 Marketing Planning, Information, and Segmentation |
|
179 | (84) |
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Marketing Planning and Forecasting |
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|
180 | (24) |
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Developing a Marketing Plan |
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|
202 | (2) |
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Marketing Research and Decision-Support Systems |
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|
204 | (28) |
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Market Segmentation, Targeting, and Positioning |
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|
232 | (31) |
| Part 4 Customer Behavior |
|
263 | (62) |
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|
|
264 | (28) |
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B2B: Business-to-Business Marketing |
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|
292 | (33) |
| Part 5 Product Strategy |
|
325 | (62) |
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|
|
326 | (30) |
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Brand Management and New Product Planning |
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|
356 | (31) |
| Part 6 Distribution Strategy |
|
387 | (64) |
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Marketing Channels and Logistics Management |
|
|
388 | (30) |
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Retailing, Wholesaling, and Direct Marketing |
|
|
418 | (33) |
| Part 7 Promotional Strategy |
|
451 | (112) |
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Integrated Marketing Communications |
|
|
452 | (36) |
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Advertising, Sales Promotion, and Public Relations |
|
|
488 | (38) |
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Personal Selling and Sales Force Management |
|
|
526 | (37) |
| Part 8 Pricing Strategy |
|
563 | |
|
|
|
564 | |
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Managing the Pricing Function |
|
|
594 | |
| Video Cases |
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VC-1 | |
| Gateway Continuing Cases |
|
GC-1 | |
| Careers in Marketing |
|
A-1 | |
| Notes |
|
N-1 | |
| Glossary |
|
G-1 | |
| Solution |
|
S-1 | |
| Credits |
|
C-1 | |
| Indexes |
|
I-1 | |
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