Basic Marketing: A Marketing Strategy Planning Approach

Abstract

Chapter 1: Marketing's Value to Consumers, Firms, and Society Chapter 2: Marketing Strategy Planning Chapter 3: Evaluating Opportunities in the Changing Marketing Environment Chapter 4: Focusing Marketing Strategy with Segmentation and Positioning Chapter 5: Demographic Dimensions of Global Consumer Markets Chapter 6: Final Consumers and Their Buying Behavior Chapter 7: Business and Organizational Customers and Their Buying Behavior Chapter 8: Improving Decisions with Marketing Information Chapter 9: Elements of Product Planning for Goods and Services Chapter 10: Product Management and New-Product Development Chapter 11: Place and Development of Channel Systems Chapter 12: Distribution Customer Service and Logistics Chapter 13: Retailers, Wholesalers, and Their Strategy Planning Chapter 14: Promotion-Introduction to Integrated Marketing Communications Chapter 15: Personal Selling and Customer Service Chapter 16: Advertising, Publicity, and Sales Promotion Chapter 17: Pricing Objectives and Policies Chapter 18: Price Setting in the Business World Chapter 19: Implementing and Controlling Marketing Plans: Evolution and Revolution Chapter 20: Managing Marketing's Link with Other Functional Areas Chapter 21: Ethical Marketing in a Consumer-Oriented World: Appraisal and Challenges Appendix A: Economics Fundamentals Appendix B: Marketing Arithmetic Appendix C: Career Planning in Marketing