- Paperback - Number of Pages: 656 pages
- Dimensions: 210.82 x 274.32 x 25.4mm - 1,383.45g
- Publication date: 23 Mar 2006
- Publisher: Pearson Education (US)
- Imprint: Prentice Hall
- Publication City/Country: Upper Saddle River, United States
PART I: Defining Marketing and the Marketing Process Chapter 1. Marketing: Managing Profitable Customer Relationships Chapter 2. Company and Marketing Strategy: Partnering to Build Customer Relationships PART II: Understanding the Marketplace of Consumers Chapter 3. The Marketing Environment Chapter 4. Managing Marketing Information Chapter 5. Consumer and Business Buyer Behavior PART III: Designing a Customer-Driven Marketing Strategy and Marketing Mix Chapter 6. Segmentation, Targeting, and Positioning: Building the Right Relationships with the Right Customers Chapter 7. Product, Services, and Branding Strategy Chapter 8. New-Product Development and Product Life-Cycle Strategies Chapter 9. Pricing: Understanding and Capturing Customer Value Chapter 10. Marketing Channels and Supply Chain Management Chapter 11. Retailing and Wholesaling Chapter 12. Communicating Customer Value: Advertising, Sales Promotion, and Public Relations Chapter 13. Co...