Marketing: Creating Value for Customers
Generate an AI Snapshot to get a quick, structured summary of this paper.
A concise AI-generated summary of the paper will appear here once you click Generate AI Snapshot.
Abstract
Part I Developing Marketing Plans and Strategies Chapter One Marketing: Creating Value for CustomersChapter TwoEnvironmental AnalysisChapter ThreeGlobal Marketing Challenges Chapter FourMarketing Planning and Organization Strategy Part II Understanding Customers and Markets Chapter FiveMarketing Research: Information and TechnologyChapter SixConsumer BehaviorChapter SevenOrganizational Buying BehaviorChapter EightMarket SegmentationPart IIIManaging and Developing Products and ServicesChapter NineManaging Existing ProductsChapter TenDeveloping New ProductsChapter ElevenMarketing ServicesPart IVPricing Principles and Strategies Chapter TwelveFundamentals of PricingChapter ThirteenPricing Goods and ServicesPart VPlacement: Distributing Goods and Services Chapter FourteenManaging Distribution ChannelsChapter FifteenWholesaling and Physical DistributionChapter SixteenRetailingPart VIPromotion: Integrated Marketing CommunicationsChapter SeventeenManaging Marketing CommunicationsChapter EighteenAdvertising, Sales Promotion, and PublicityChapter NineteenPersonal Selling and Sales ManagementPart VIIEvaluating Marketing Effectiveness Chapter TwentyImplementing and Controlling Marketing ActivitiesAppendix ADeveloping a Marketing PlanAppendix B Career Opportunities in MarketingAppendix CMathematics Used in MarketingNotesGlossaryIndexes