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Chapter 01 |
Defining Marketing for the Twenty-First Century |
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Chapter 02 |
Adapting Marketing to the New
Economy |
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Chapter 03 |
Building Customer Satisfaction,
Value and Retention |
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Chapter 04 |
Winning Markets Through
Market-Oriented Strategic Planning |
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Chapter 05 |
Gathering Information and Measuring
Market Demand |
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Chapter 06 |
Scanning the Marketing Environment |
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Chapter 07 |
Analyzing Consumer Markets and
Buyer Behavior |
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Chapter 08 |
Analyzing Business Markets and
Business Buying Behavior |
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Chapter 09 |
Dealing with the Competition |
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Chapter 10 |
Identifying Market Segment and
Selecting Target Markets |
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Chapter 11 |
Positioning and Differentiating the
Market Offering Through the Product Life Cycle |
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Chapter 12 |
Developing New Market Offerings |
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Chapter 13 |
Designing Global Market Offerings |
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Chapter 14 |
Setting the Product and Branding
Strategy |
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Chapter 15 |
Designing and Managing Services |
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Chapter 16 |
Developing Price Strategies and
Programs |
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Chapter 17 |
Designing and Managing Value
Networks and Marketing Channels |
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Chapter 18 |
Managing Retailing, Wholesaling and
Market Logistics |
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Chapter 19 |
Managing Integrated Marketing
Communications |
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Chapter 20 |
Managing Advertising, Sales
Promotion, Public Relations and Direct Marketing |
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Chapter 21 |
Managing the Sales Force |
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Chapter 22 |
Managing the Total Marketing Effort |