Marketing

Tartalom

part i Initiating the Marketing Process
1 Marketing: A Focus on the Consumer 4
2 Marketing in the Organization: An Overview 30
3 The Changing Marketing Environment 56
4 Ethics and Social Responsibility in Marketing 88
part li Understanding Buyers and Markets
5 Consumer Behavior 110
6 Organizational Markets and Buyer Behavior 138
part iii Targeting Marketing Opportunities
7 Collecting and Using Marketing Information 166
8 Markét Segmentation, Targeting, and Positioning 194
9 Micromarketing, Information Technology, and Forecasting 222
part ív Satisfying Marketing Opportunities
10 Developing New Products 252
11 Managing the Product 282
12 Pricing: Relating Objectives to Revenues and Costs 312
13 Pricing: Arriving at the Final Price 336
Appendix A: Financial Aspects of Marketing 366
14 Marketing Channels and Wholesaling 374
15 Physical Distribution and Logistics Management 402
16 Retailing 430
17 Promotional Process, Sales Promotion, and Publicity 462
18 Advertising 490
19 Personal Selling and Sales Management 516
part v Managing the Marketing Process
20 The Strategic Marketing Process: The Planning Phase 546
21 The Strategic Marketing Process: Implementation and Control Phases 574
part vi Expanding Marketing Settings
22 International Marketing 602
23 Marketing of Services 632
Appendix B: Career Planning in Marketing 656
Cases 676
Glossary 717
Notes 733
Author Index 759
Company and Product Index 767
Subject Index 775
Credits 789

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