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• Table of Contents

Table of Contents

Part One: THE WORLD OF MARKETING.
1. Overview of Marketing.
2. Strategic Planning for Competitive Advantage.
3. Ethics and Social Responsibility.
4. The Marketing Environment.
5. Developing a Global Vision.
Part Two: ANALYZING MARKET OPPORTUNITIES.
6. Consumer Decision Making.
7. Business Marketing.
8. Segmenting and Targeting Markets.
9. Decision Support Systems and Marketing Research.
Part Three: PRODUCT DECISIONS.
10. Product Concepts.
11. Developing and Managing Products.
12. Services and Nonprofit Organization Marketing.
Part Four: PLACE (DISTRIBUTION) DECISIONS.
13. Marketing Channels.
14. Supply Chain Management.
15. Retailing.
Part Five: PROMOTION DECISIONS.
16. Integrated Marketing Communication.
17. Advertising and Public Relations.
18. Sales Promotion and Personal Selling.
Part Six: PRICING DECISIONS.
19. Pricing Concepts.
20. Setting the Right Price.
Part Seven: TECHNOLOGY-DRIVEN MARKETING.
21. Customer Relationship Management.