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Klappentext Utilizes a pedagogical approach developed by the authors through the integration of their combined classroom! college! and university experiences. This title is designed to meet the needs of a wide spectrum of faculty - from the professor who just wants a good textbook and a few key supplements. Inhaltsverzeichnis Part 1 Initiating the Marketing Process 1 Creating Customer Relationships and Value through Marketing 2 Developing Successful Marketing and Organizational Strategies APPENDIX A Building an Effective Marketing Plan 3 Scanning the Marketing Environment 4 Ethical and Social Responsibility in Marketing Part 2 Understanding Buyers and Markets 5 Understanding Consumer Behavior 6 Understanding Organizations as Customers 7 Understanding and Reaching Global Consumers and Markets Part 3 Targeting Marketing Opportunities 8 Marketing Research: From Customer Insights to Actions 9 Market Segmentation! Targeting! and Positioning Part 4 Satisfying Marketing Opportunities 10 Developing New Products and Services 11 Managing Successful Products and Brands 12 Services Marketing 13 Building the Price Foundation 14 Arriving at the Final Price APPENDIX B Financial Aspects of Marketing 15 Managing Marketing Channels and Wholesaling 16 Customer-Driven Supply Chain and Logistics Management 17 Retailing 18 Integrated Marketing Communications and Direct Marketing 19 Advertising! Sales Promotion! and Public Relations 20 Personal Selling and Sales Management Part 5 Managing the Marketing Process 21 Implementing Interactive and Multichannel Marketing 22 Pulling It All Together: The Strategic Marketing Process APPENDIX C Planning a Career in Marketing APPENDIX D Alternate Cases GlossaryLearning Review Answers Chapter Notes Credits Name Index Company/Product Index Subject Index
