Competitive strategies: attracting, retaining, and growing customers - The global marketplace - Marketing and society: social responsibility and marketing ethics - Appendix 1: Measuring and forecasting demand - Appendix 2: Marketing arithmetic - Appendix 3: Careers in marketing Product and services strategy - New-product development and product life-cycle strategies -Pricing products: pricing considerations and approaches - Pricing products: pricing strategies - Distribution channels and logistics management - Retailing and wholesaling - Integrated marketing communications strategy - Advertising, sales promotion, and public relations - Personal selling and sales management - Direct and online marketing: the new marketing model - Managing marketing. Marketing research and information systems - Consumer markets and consumer buyer behavior - Business markets and business buyer behavior - Market segmentation, targeting, and positioning for competitive advantage - Developing the marketing mix. Marketing in a changing world: creating customer value and satisfaction - Strategic planning and the marketing process - The marketing environment - Developing marketing opportunities and strategies. Understanding marketing and the marketing process.
Includes bibliographical references and indexes
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