The Art and Science of Marketing: Marketing for Marketing Managers

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Abstract

1. The Nature of Marketing Management PART 1: FOUNDATIONS 2. The Organization 3. Industry & Markets 4. Buyer Behavior 5. Market Opportunities PART 2: STRATEGY 6. Market Segmentation & Targeting 7. Positioning & Branding PART 3: PROGRAMS 8. Attaining Customers 9. Capturing Customer Value 10. Retaining Customers: Service Quality 11. Retaining Customers: CRM PART 4: ADMINISTRATION 12. Planning & Control 13. Working with Suppliers Epilogue: The Learning Organization