Note: Each chapter concludes with a Chapter Review, Key Concepts, Issues for Discussion and Review, Marketing Applications, and Online Exercise. | |
Strategic Marketing and Its Environment | |
Marketing's Role in Business and Society | |
Corvette Honored as Best Sports Car Marketing Defined | |
Understanding the Marketing Concept | |
Marketing Entrepreneurs:Norman Ray Lambert & Family Managing | |
Customer Relationships Value-Driven Marketing | |
Marketing Management | |
The Importance of Marketing in Our Global Economy | |
Marketing Around the World:Procter & Gamble Products Are #1 Around the World | |
Ethics and Social Issues:A Greener Ford? Video Case:Finagle A Bagel | |
Planning Marketing Strategies | |
Sears and Kmart Join Forces to Compete Understanding the Strategic Planning Process | |
Assessing Organizational Resources and Opportunities | |
Marketing Entrepreneurs:Ryan Garman Establishing an Organizational Mission and Goals | |
Developing Corporate, Business-Unit, and Marketing Strategies | |
Creating the Marketing Plan | |
Implementing Marketing Strategies | |
Marketing Around the World:Digital Revolution Forces Kodak to Refocus Its Strategy | |
Marketing Leaders:Cereal-ity Video Case:The Global Expansion of Subway Sandwich Shops | |
The Marketing Environment, Social Responsibility, and Ethics | |
Model Train Companies Collide | |
The Marketing Environment | |
Marketing Entrepreneurs:Jo Waldron | |
Social Responsibility and Ethics in Marketing | |
Ethics and Social Issues:Has Wal-Mart Become Too Powerful? | |
Ethics and Social Issues:Will the Martha Stewart Brand Survive a Legal Scandal? | |
Video Case:Social Responsibility at New Belgium Brewing Company | |
Using Technology for Customer Relationships in a Global Environment | |
E-Marketing and Customer Relationship Management | |
Amazon.com Finds Success with Technology and Positive Relationships | |
Marketing on the Internet | |
Marketing Entrepreneurs:Matt Drudge Customer Relationship Management | |
Legal and Ethical Issues in E-Marketing | |
Marketing Around the World:Internet Banking at Ing | |
E-Marketing and Technology:Yellow Freight Manages Customer Relationships with Technology | |
Video Case:4SURE.com Targets Business Customers | |
Global Markets and International Marketing | |
Foreign Brands Challenge | |
Cola Giants Marketing Entrepreneurs:Tom Monaghan Environmental Forces in International Markets | |
Regional Trade Alliances, Markets, and Agreements | |
International Involvement Customization Versus Globalization of International Marketing Strategies | |
Marketing Around the World:China- The New Economic Powerhouse | |
Marketing Leaders:Aristocrat Angus | |
Video Case:BMW International | |
Target Market Selection and Research | |
Marketing Research and Information Systems McDonald's Responds to Changing Customer Desires | |
The Importance of Marketing Research | |
The Marketing Research Process | |
Marketing Entrepreneurs:Marc Ecko Using Technology to Improve Marketing Information | |
Gathering and Analysis Issues in Marketing Research | |
E-Marketing and Technology:Taking a Look-Look at Youth Trends | |
E-Marketing and Technology:Wal-Mart's Data Warehouse Brings Efficiency and Profits | |
Video Case:IRI Provides Marketing Research Data from Multiple Sources | |
Target Markets: Segmentation and Evaluation | |
Nickelodeon Targets Tots, Tweens, and Teens What Is a Market? | |
Target Market Selection Process Developing Sales Forecasts | |
Marketing Entrepreneurs:Tim Keck and Chris Johnson | |
Marketing Leaders:LittleMissMatched Pairs Socks | |
Customer Relationship Management:Targeting Mature Customers | |
Video Case:Buyan | |
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