Marketing / Roger A. Kerin . . . [et al]

Contents

Part 1: INITIATING THE MARKETING PROCESS
1 DEVELOPING CUSTOMER RELATIONSHIPS AND VALUE THROUGH MARKETING
2 LINKING MARKETING AND CORPORATE STRATEGIES
3 SCANNING THE MARKETING ENVIRONMENT
4 ETHICS AND SOCIAL RESPONSIBILITY IN MARKETING


Part 2: UNDERSTANDING BUYERS AND MARKETS
5 CONSUMER BEHAVIOR
6 ORGANIZATIONAL MARKETS AND BUYER BEHAVIOR
7 REACHING GLOBAL MARKET


Part 3: TARGETING MARKETING OPPORTUNITIES
8 TURNING MARKETING INFORMATION IN TO ACTIONS
9 IDENTIFYING MARKET SEGMENTS AND TARGETS


PART 4: SATISFYING MARKETING OPPORTUNITIES
10 DEVELOPING NEW PRODUCTS AND SERVICES
11 MANAGING PRODUCTS, AND BRANDS
12 MANAGING SERVICES
13 BUILDING THE PRICE FOUNDATION
14 ARRIVING AT THE FINAL PRICE
15 MANAGING MARKETING CHANNELS AND WHOLESALING
16 INTEGRATING SUPPLY CHAIN AND LOGISTICS MANAGEMENT
17 RETAILING
18 INTEGRATED MARKETING COMMUNICATIONS AND DIRECT MARKETING
19 ADVERTISING, SALES, PROMOTION, AND PUBLIC RELATIONS
20 PERSONAL SELLING AND SALES MANAGEMENT


PART 5 MANAGING THE MARKETING PROCESS
21 IMPLEMENTING INTERACTIVE AND MULTICHANNEL MARKETING
22 PULLING IT ALL TOGETHER: THE STRATEGIC MARKETING PROCESS

Includes bibliographical Company/ product index: p 711-717
Subject Index: p 718-733