Marketing / Larry J. Rosenberg

Contents;

Part one: Overview
Marketing in its societal setting
Managerial marketing in the organization
Economic conditions and public policy
Socially responsible marketing

Part two: Analyzing the marketplace
Planning and forecasting in marketing
Market demand and competition
Market segmentation

Part three: Buying behavior
Dynamics of consumer behavior
Consumer decision making
Organizational customer behavior

Part four: Elements of marketing strategy
1. Product
Product concept and strategy
Product related strategies
Product classification and marketing strategy

2. Price
Pricing in a marketing perspective
Price determination approaches
Finalizing price strategy

3. Promotion
Marketing communication and promotion strategy
Managing advertising strategy
Managing personal selling strategy

4. Distribution
Distribution channel systems
Retailing and wholesaling intermediaries
Managing physical distribution

Part five: Carrying out marketing strategy
Marketing information systems and research
Implementing marketing strategy
Controlling marketing performance

Part six: Broadened marketing perspectives
The multinational marketplace
Your practical philosophy of marketing

Includes bibliographical references and index