Preface | vii | (8) | |||
To the Student | xv | ||||
PART 1 THE CONTEMPORARY MARKETING ENVIRONMENT | 4 | (156) | |||
|
4 | (40) | |||
|
44 | (34) | |||
|
78 | (36) | |||
|
114 | (46) | |||
PART 2 MARKETING PLANNING, INFORMATION, AND SEGMENTATION | 160 | (104) | |||
|
160 | (32) | |||
|
192 | (4) | |||
|
196 | (30) | |||
|
226 | (38) | |||
PART 3 BUYER BEHAVIOR AND RELATIONSHIP MARKETING | 264 | (106) | |||
|
264 | (30) | |||
|
294 | (36) | |||
|
330 | (40) | |||
PART 4 PRODUCT STRATEGY | 370 | (92) | |||
|
370 | (26) | |||
|
396 | (34) | |||
|
430 | (32) | |||
PART 5 DISTRIBUTION STRATEGY | 462 | (96) | |||
|
462 | (34) | |||
|
496 | (32) | |||
|
528 | (30) | |||
PART 6 PROMOTIONAL STRATEGY | 558 | (128) | |||
|
558 | (42) | |||
|
600 | (44) | |||
|
644 | (42) | |||
PART 7 PRICING STRATEGY | 686 | ||||
|
686 | (30) | |||
|
716 | ||||
Careers in Marketing | A-1 | ||||
Notes | N-1 | ||||
Glossary | G-1 | ||||
Solutions | S-1 | ||||
Credits | C-1 | ||||
Indexes | I-1 |
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