Table of Content
PART I: MARKETING STRATEGY AND CUSTOMER RELATIONSHIPS.1. An Overview of Strategic Marketing. 2. Planning, Implementing, and Controlling Marketing Strategies.PART II: ENVIRONMENTAL FORCES AND SOCIAL AND ETHICAL RESPONSIBILITIES.3. The Marketing Environment. 4. Social Responsibility and Ethics in Marketing.PART III: MARKETING RESEARCH AND TARGET MARKET ANALYSIS.5. Marketing Research and Information Systems. 6. Target Markets: Segmentation, Evaluation, and Positioning. PART IV: CUSTOMER BEHAVIOR AND E-MARKETING.7. Consumer Buying Behavior. 8. Business Markets and Buying Behavior. 9. Reaching Global Markets. 10. E-Marketing, Digital Media, and Social Networking. PART V: PRODUCT DECISIONS.11. Product Concepts. 12. Developing and Managing Products. 13. Services Marketing. 14. Branding and Packaging.PART VI: DISTRIBUTION DECISIONS.15. Marketing Channels and Supply Chain Management. 16. Retailing, Direct Marketing and Wholesaling. PART VII: PROMOTION DECISIONS.17. Integrated Marketing Communications. 18. Advertising and Public Relations. 19. Personal Selling and Sales Promotion.PART VIII: PRICING DECISIONS.20. Pricing Concepts. 21. Setting Prices.
