| Introduction |
iv |
|
Chapter Guides and Questions |
|
| Part 1 |
The World of Marketing |
|
| Chapter 1 |
An Overview of Marketing |
3 |
| Chapter 2 |
Strategic Planning for Competitive Advantage |
19 |
| Chapter 3 |
The Marketing Environment and Marketing Ethics |
43 |
| Chapter 4 |
Developing a Global Vision |
67 |
| Part 2 |
Analyzing Marketing Opportunities |
|
| Chapter 5 |
Consumer Decision Making |
95 |
| Chapter 6 |
Business Marketing |
123 |
| Chapter 7 |
Segmenting and Targeting Markets |
149 |
| Chapter 8 |
Decision Support Systems and Marketing Research |
177 |
| Chapter 9 |
Product Concepts |
203 |
| Part 3 |
Product Decisions |
|
| Chapter 10 |
Developing and Managing Products |
227 |
| Chapter 11 |
Services and Nonprofit Organization Marketing |
249 |
| Chapter 12 |
Marketing Channels and Supply Chain Management |
275 |
| Part 4 |
Distribution Decisions |
|
| Chapter 13 |
Retailing |
305 |
| Chapter 14 |
Integrated Marketing Communications |
331 |
| Part 5 |
Integrated Marketing Communications |
|
| Chapter 15 |
Advertising and Public Relations |
355 |
| Chapter 16 |
Sales Promotion and Personal Selling |
377 |
| Part 6 |
Pricing Decisions |
|
| Chapter 17 |
Pricing Concepts |
401 |
| Chapter 18 |
Setting the Right Price |
425 |
| Part 7 |
Technology Driven Marketing |
|
| Chapter 19 |
Internet Marketing |
451 |
| Chapter 20 |
One-to-One Marketing |
467 |
|
Solutions |
|
|
Chapter 1 An Overview of Marketing |
487 |
|
Chapter 2 Strategic Planning for Competitive Advantage |
492 |
|
Chapter 3 The Marketing Environment and Marketing Ethics |
498 |
|
Chapter 4 Developing a Global Vision |
504 |
|
Chapter 5 Consumer Decision Making |
511 |
|
Chapter 6 Business Marketing |
517 |
|
Chapter 7 Segmenting and Targeting Markets |
523 |
|
Chapter 8 Decision Support Systems and Marketing Research |
530 |
|
Chapter 9 Product Concepts |
535 |
|
Chapter 10 Developing and Managing Products |
540 |
|
Chapter 11 Services and Nonprofit Organization Marketing |
547 |
|
Chapter 12 Marketing Channels and Supply Chain Management |
552 |
|
Chapter 13 Retailing |
559 |
|
Chapter 14 Integrated Marketing Communications |
564 |
|
Chapter 15 Advertising and Public Relations |
569 |
|
Chapter 16 Sales Promotion and Personal Selling |
575 |
|
Chapter 17 Pricing Concepts |
580 |
|
Chapter 18 Setting the Right Price |
586 |
|
Chapter 19 Internet Marketing |
593 |
|
Chapter 20 One-to-One Marketing |
597 |
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