Marketing

Synopsis

Part One: The Nature and Scope of Marketing Chp.1 The Field of Marketing Chp.2 The Dynamic Marketing Environment Chp.3 Global Markets and Marketing Part Two: Target Markets Chp.4 Consumer Markets and Buying Behavior Chp.5 Business Markets and Business Buying Behavior Chp.6 Market Segmentation, Targeting, and Positioning Chp.7 Marketing Research and Market Information Part Three: Product Chp.8 Product Planning and Development Chp.9 Product-Mix Strategies Chp.10 Brands, Packaging, and Other Product Features Chp.11 Services Marketing Part Four: Price Chp.12 Price Determination Appendix A: Marketing Math Chp.13 Pricing Strategies Part Five: Distribution Chp.14 Channels of Distribution Chp.15 Retailing Chp.16 Wholesaling and Physical Distribution Part Six: Promotion Chp.17 Integrated Marketing Communications Chp.18 Personal Selling and Sales Management Chp.19 Advertising, Sales Promotion, and Public Relations Part Seven: Managing the Marketing Effort Chp.20 Strategic Marketing Planning Chp.21 Marketing Implementation and Evaluation Chp.22 Marketing and the Information Economy Appendix B: Careers and Marketing