Abstract: PART I: STRATEGIC MARKETING AND ITS ENVIRONMENT. 1. Customer-Driven Strategic Marketing. 2. Planning, Implementing, and Evaluating Marketing Strategies. 3. The Marketing Environment, Social Responsibility, and Ethics. PART II: MARKETING RESEARCH AND TARGET MARKETS. 4. Marketing Research and Information Systems. 5. Target Markets Segmentation and Evaluation. PART III: CUSTOMER BEHAVIOR AND E-MARKETING. 6. Consumer Buying Behavior. 7. Business Markets and Buying Behavior. 8. Reaching Global Markets. 9. E-Marketing, Digital Media, and Social Networking. PART IV: PRODUCT AND PRICE DECISIONS. 10. Product, Branding, and Packing Concepts. 11. Developing and Managing Goods and Services 12. Developing and Managing Prices. 13. Marketing Channels and Supply-Chain Management. 14. Retailing, Direct Marketing, and Wholesaling. PART V: PROMOTION DECISIONS. 15. Integrated Marketing Communications. 16. Advertising and Public Relations. 17. Personal Selling and Sales Promotion. Online Appendices. Financial Analysis in Marketing. Sample Marketing Plan. Careers in Marketing.
Publication Year: 2003
Publication Date: 2003-03-01
Language: en
Type: book
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Cited By Count: 40
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