PART ONE - MARKETING DEFINED AND MARKETING IN CONTEXT Chapter 1 - The Marketing Concept Chapter 2 - Marketing Strategy and Understanding Competitors Chapter 3 - The Marketing Environment Chapter 4 - Marketing in International Markets and Globalisation PART TWO - UNDERSTANDING AND TARGETING CUSTOMERS Chapter 5 - Consumer Buying Behaviour Chapter 6 - Business Markets and Business Buying Behaviour Chapter 7 - Segmenting Markets and Customer Relationship Management Chapter 8- Targeting and Positioning Chapter 9 - Marketing Research PART THREE - PRODUCT, BRANDING, PACKAGING AND SERVICE DECISIONS Chapter 10 - Product Decisions Chapter 11 - Branding and Packaging Chapter 12 - Developing Products and Managing Product Portfolios Chapter 13 - The Marketing of Services PART FOUR - PLACE/DISTRIBUTION/MARKETING CHANNEL DECISIONS Chapter 14 - Marketing Channels Chapter 15 - Channel Players and Physical Distribution PART FIVE - PROMOTION/MARKETING COMMUNICATION DECISIONS Chapter 16 - An Overview of Marketing Communications Chapter 17 - Advertising, Public Relations and Sponsorship Chapter 18 - Sales Management, Sales Promotion, Direct Mail, the Internet and Direct Marketing PART SIX - PRICING DECISIONS Chapter 19 - Pricing PART SEVEN - MANIPULATING THE MARKETING MIX Chapter 20 - Modifying the Marketing Mix for Business Markets, Services and in International Marketing PART EIGHT - MARKETING MANAGEMENT Chapter 21 - Marketing Planning and Forecasting Sales Potential Chapter 22 - Implementing Strategies, Internal Marketing Relationships and Measuring Performance Chapter 23 - Responsible Marketing




Paperback: 320 pages
Publisher: Cengage Learning; 6th Revised edition edition (April 1, 2012)
Language: English
ISBN-10: 1408064324
ISBN-13: 978-1408064320
Product Dimensions: 7.8 x 10.4 inches
Shipping Weight: 3.2 pounds

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