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This volume reflects the dynamic environment inhabited by today's marketers, helping readers understand the marketplace and the impact of technology on making strategic marketing decisions. Its modern, integrated presentation and strategy-based approach covers critical, fundamental topics required to succeed in professional work. Subjects include marketing philosophy and strategy such as market research, customer behavior and market structure, and marketing decision-making and analysis, including product decisions, advertising strategy, pricing and customer relationship management. For marketing professionals, product and brand managers.
Table of Contents
|Marketing and the job of the marketing manager||p. 3|
|A strategic marketing framework||p. 35|
|Marketing research||p. 61|
|Analyzing consumer behavior||p. 87|
|Organizational buying behavior||p. 123|
|Market structure and competitor analysis||p. 147|
|Product decisions||p. 173|
|New product development||p. 203|
|Communications and advertising strategy||p. 267|
|Sales promotion||p. 301|
|Channels of distribution||p. 327|
|Direct channels of distribution : personal selling and direct marketing||p. 359|
|Customer relationship management||p. 389|
|Special topic : strategies for service markets||p. 421|
|Table of Contents provided by Blackwell. All Rights Reserved.|