| Part I: INITIATING THE MARKETING PROCESS |
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Marketing: A Focus on Customer Relationships |
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1 | (3) |
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4 | (3) |
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7 | (9) |
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16 | (2) |
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Linking Marketing and Corporate Strategies |
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18 | (15) |
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18 | (2) |
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20 | (4) |
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24 | (7) |
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31 | (2) |
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The Changing Market Environment |
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33 | (18) |
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33 | (2) |
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35 | (2) |
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37 | (12) |
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49 | (2) |
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Ethics and Social Responsibility in Marketing |
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51 | (14) |
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51 | (2) |
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53 | (3) |
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56 | (7) |
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63 | (2) |
| PART II: UNDERSTANDING BUYERS AND MARKETS |
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Global Marketing and World Trade |
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65 | (11) |
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65 | (2) |
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67 | (4) |
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71 | (3) |
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74 | (2) |
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76 | (22) |
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76 | (3) |
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79 | (6) |
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85 | (10) |
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95 | (3) |
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Organizational Markets and Buyer Behavior |
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98 | (12) |
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98 | (2) |
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100 | (3) |
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103 | (4) |
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107 | (3) |
| PART III: TARGETING MARKETING OPPORTUNITIES |
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Interactive Marketing and Electronic Commerce |
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110 | (8) |
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110 | (2) |
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112 | (2) |
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114 | (3) |
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117 | (1) |
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Turning Market Information into Action |
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118 | (20) |
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118 | (3) |
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121 | (6) |
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127 | (9) |
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136 | (2) |
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Market Segmentation, Targeting, and Positioning |
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138 | (12) |
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138 | (2) |
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140 | (5) |
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145 | (3) |
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148 | (2) |
| PART IV: SATISFYING MARKETING OPPORTUNITIES |
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Developing New Products and Services |
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150 | (15) |
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150 | (2) |
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152 | (4) |
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156 | (7) |
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163 | (2) |
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Managing Products and Brands |
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165 | (18) |
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165 | (3) |
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168 | (4) |
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172 | (8) |
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180 | (3) |
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183 | (10) |
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183 | (2) |
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185 | (4) |
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189 | (2) |
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191 | (2) |
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Pricing: Relating Objects to Revenues and Costs |
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193 | (17) |
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193 | (2) |
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195 | (6) |
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201 | (7) |
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208 | (2) |
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Pricing: Arriving at the Final Price |
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210 | (18) |
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210 | (3) |
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213 | (3) |
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216 | (10) |
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226 | (2) |
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Marketing Channels and Wholesaling |
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228 | (18) |
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228 | (3) |
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231 | (4) |
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235 | (9) |
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244 | (2) |
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Supply Chain and Logistics Management |
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246 | (13) |
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246 | (2) |
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248 | (4) |
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252 | (4) |
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256 | (3) |
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259 | (14) |
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259 | (3) |
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262 | (4) |
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266 | (5) |
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271 | (2) |
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Integrated Marketing Communications and Direct Marketing |
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273 | (14) |
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273 | (3) |
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276 | (5) |
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281 | (4) |
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285 | (2) |
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Advertising, Sales Promotion and Public Relations |
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287 | (17) |
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287 | (3) |
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290 | (7) |
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297 | (4) |
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301 | (3) |
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Personal Selling and Sales Management |
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304 | (17) |
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304 | (3) |
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307 | (6) |
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313 | (5) |
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318 | (3) |
| PART V: MANAGING THE MARKETING PROCESS |
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The Strategic Marketing Process |
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321 | |
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321 | |
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324 | |
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327 | |
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332 | |
Shopping Cart
