PART I: DESIGNING CUSTOMER-ORIENTED MARKETING STRATEGIES.
1. Marketing: The Art and Science of Satisfying Customers.
2. Strategic Planning in Contemporary Marketing.
3. The Marketing Environment, Ethics, and Social Responsibility.
4. E-Business: Managing the Customer Experience.
PART II: UNDERSTANDING BUYERS AND MARKETS.
5. Consumer Behavior.
6. Business-to-Business (B2B) Marketing.
7. Global Marketing.
PART III: TARGET MARKET SELECTION.
8. Marketing Research and Sales Forecasting.
9. Marketing Segmentation, Targeting, and Positioning.
10. Relationship Marketing and Customer Relationship Management (CRM).
PART IV: PRODUCT DECISIONS.
11. Product and Service Strategies.
12. Developing and Managing Brand and Product Categories.
Part V: DISTRIBUTION DECISIONS.
13. Marketing Channels and Supply Chain Management.
14. Retailers, Wholesalers, and Direct Marketers.
PART VI: PROMOTIONAL DECISIONS.
15. Integrated Marketing Communications.
16. Advertising and Public Relations.
17. Personal Selling and Sales Promotion.
PART VII: PRICING DECISIONS.
18. Pricing Concepts.
19. Pricing Strategies.
Appendix A: Your Career in Marketing.
Appendix B: Developing an Effective Marketing Plan.
Appendix C: Financial Analysis in Marketing.
Notes.
Glossary.
Name & Company Index.
Subject Index.
International Index.