Table of Contents
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Case Pilot and Marketing Tools
Chapter 1: Marketing: Managing Profitable Customer Relationships
Chapter 2: Company and Marketing Strategy: Partnering to Build...
Chapter 3: The Marketing Environment
Chapter 4: Marketing and Society: Social Responsibility and Marketing...
Chapter 5: Managing Marketing Information
Chapter 6: Consumer Markets and Consumer Buyer Behaviour
Chapter 7: Business Markets and Business Buyer Behaviour
Chapter 8: Segmentation, Targeting, and Positioning: Building the...
Chapter 9: Product, Services, and Branding Strategies
Chapter 10: New-Product Development and Life-Cycle Strategies
Chapter 11: Pricing
Chapter 12: Distribution Channels and Supply Chain Management
Chapter 13: Retailing and Wholesaling
Chapter 14: Integrated Marketing Communications Strategy
Chapter 15: Advertising, Sales Promotion, and Public Relations
Chapter 16: Personal Selling and Direct Marketing
Chapter 17: Marketing in the Digital Age
Chapter 18: The Global Marketplace
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