| Part I: DESIGNING CUSTOMER-ORIENTED MARKETING STRATEGIES. 1. Marketing: The Art and Science of Satisfying Customers. 2. Strategic Planning in Contemporary Marketing. 3. The Marketing Environment, Ethics, and Social Responsibility. 4. E-Business: Managing the Customer Experience. Part II: UNDERSTANDING BUYERS AND MARKETS. 5. Consumer Behavior. 6. Business-to-Business (B2B) Marketing. 7. Global Marketing. Part III: TARGET MARKET SELECTION. 8. Marketing Research and Sales Forecasting. 9. Market Segmentation, Targeting, and Positioning. 10. Relationship Marketing and Customer Relationship Management (CRM). Part IV: PRODUCT DECISIONS. 11. Product and Service Strategies. 12. Developing and Managing Brand and Product Categories. Part V: DISTRIBUTION DECISIONS. 13. Marketing Channels and Supply Chain Management. 14. Retailers, Wholesalers, and Direct Marketers. Part VI: PROMOTIONAL DECISIONS. 15. Integrated Marketing Communications. 16. Advertising and Public Relations. 17. Personal Selling and Sales Promotion. Part VII: PRICING DECISIONS. 18. Pricing Concepts. 19. Pricing Strategies. Appendix A: Your Career in Marketing. Appendix B: Developing an Effective Marketing Plan. Appendix C: Financial Analysis in Marketing. |
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