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Table of Contents
|Making Marketing Value Decisions|
|Welcome to the World of Marketing: Createand Deliver Value|
|Strategic Market Planning: Capture the Big Picture|
|Thriving in the Marketing Environment: The World Is Flat|
|Understand Consumers' Value Needs|
|Marketing Research: Gather, Analyze, and Use Information|
|Consumer Behavior: How and Why We Buy|
|Business-to-Business Markets: How and Why Organizations Buy|
|Sharpening the Focus: Target Marketing Strategies and Cus-tomer Relationship Management|
|Create the Value Proposition|
|Create the Product|
|Manage the Product|
|Services and Other Intangibles: Marketing the Product That Isn't There|
|Pricing the Product|
|Communicate the Value Proposition|
|Catch the Buzz: Promotional Strategy and Integrated Marketing Communication|
|Advertising, Sales Promotion, and Public Relations|
|Personal Selling, Sales Management, and Direct Marketing|
|Deliver the Value Proposition|
|Deliver Value Through Supply Chain Manage-Ment: Channels of Distribution and Logistics|
|Retailing: Bricks and Clicks|
|Sample Marketing Plan: The S&S Smoothie Company|
|Table of Contents provided by Publisher. All Rights Reserved.|