Marketing: An Introduction 5E: Table of Contents

Table of Contents

: Part 1-Understanding Marketing and the Marketing Process

1.   Marketing in a Changing World: Creating Customer Value and Satisfaction

2.   Strategic Planning and the Marketing Process

Part 2-Analyzing Marketing Opportunities and Strategies

3.   The Global Marketing Environment

4.   Marketing Research and Information Systems

5.   Consumer and Business Buyer Behavior

Part 3-Developing Marketing Strategy and the Marketing Mix

6.   Market Segmentation, Targeting, and Positioning for Competitive Advantage

7.   Product and Service Strategies

8.   New-Product Development and Life-Cycle Strategies

9.   Pricing Considerations and Strategies

10.   Distribution Channels and Logistics Management

11.   Retailing and Wholesaling

12.   Integrated Marketing Communication: Advertising and Public Relations

13.   Integrated Marketing Communication: Personal Selling and Sales Promotion

14.   Direct and Online Marketing

Part 4-Extending Marketing

15.   The Global Marketplace

16.   Marketing and Society: Social Responsibility and Marketing Ethics

Cases

Appendixes

1.   Marketing Arithmetic

2.   Careers in Marketing

Glossary, Author Index, Company Index, Subject Index