Marketing
Marketing, 8th Edition
includes InfoTrac
ISBN-10: 032422155X ISBN-13: 9780324221558
168 Pages Casebound
© 2006 Published
- Overview
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- Table of Contents
Table of Contents
PART 1: THE WORLD OF MARKETING. 1. An Overview of Marketing. 2. Strategic Planning for Competitive Advantage. 3. Social Responsibility, Ethics, and the Marketing Environment. 4. Developing a Global Vision. PART 2: ANALYZING MARKETING OPPORTUNITIES. 5. Consumer Decision Making. 6. Business Marketing. 7. Segmenting and Targeting Markets. 8. Decision Support Systems and Marketing Research. PART 3: PRODUCT DECISIONS. 9. Product Concepts. 10. Developing and Managing Products. 11. Services and Nonprofit Organization Marketing. PART 4: DISTRIBUTION DECISIONS. 12. Marketing Channels and Supply Chain Management. 13. Retailing. PART 5: PROMOTION DECISIONS. 14. Integrated Marketing Communications. 15. Advertising and Public Relations. 16. Sales Promotion and Personal Selling. PART 6: PRICING DECISIONS. 17. Pricing Concepts. 18. Setting the Right Price. PART 7: TECHNOLOGY DRIVEN MARKETING. 19. Internet Marketing. 20. Customer Relationship Marketing. Appendix: Careers in Marketing. Glossary. Endnotes. Internet Index.