Preface
PART1 DESIGNING CUSTOMER-ORIENTED MARKETING STRATEGIES
Chapter1 Marketing:Creating Satisfaction through Customer Relationships
Chapter2 Strategic Planning and the Marketing Process
Appendix Creating an Effective Marketing Plan
Chapter3 The Marketing Environment,Ethics and Social Responsibility
Chapter4 E-Commerce:Marketing in the Digital Age
PART2 UNDERSTANDING BUYERS AND MARKETS
Chapter5 Consumer Behavior
Chapter6 Business-to-Business(B2B)Marketing
Chapter7 Serving Global Markets
PART3 TARGET MARKET SELECTION
Chapter8 Marketing Research,Decision Support Systems and Sales Forecasting
Chapter9 Market Segmentation Targeting and Positioning
Chapter10 Relationship Marketing,Customer Relationship Managemaent(CRM) and One-to-One Marketing
PART4 PRODUCT DECISIONS
Chapter11 Product and Service Strategies
Chapter12 Category and Brand Management,Product Identificationa and New-Product Development
PART5 DISTRIBUTION DECISIONS
Chapter13 Marketing Channels and Supply Chain Management
Chapter14 Direct Marketing and Marketing Resellers:Retailers and Wholesalers
PART6 PROMOTIONAL DECISIONS
Chapter15 Integrated Marketing Communications
Chapter16 Advertising and Public Relations
Chapter17 Personal Selling and Slaes Promotion
PART7 PRICING DECISIONS
Chapter18 Pirce Concepts and Approaches
Appendix A-1
Notes N-1
Glossary 6-1
Indexes 1-1
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