Marketing / Eric N. Berkowitz ... [et al.].

Contents
Part 1: INITIATING THE MARKETING PROCESS
1 Marketing: A Focus Customer Relationships and Value Through Marketing
2 Linking Marketing and Corporate Strategies
3 The Changing Marketing Environment
4 Ethics and Social Responsibility In Marketing


Part 2: UNDERSTANDING BUYERS AND MARKETS
5 Global Markets and World Trade
6 Consumer Behaviors.
7 Organizational Markets and Buyer Behavior



Part 3: TARGETING MARKETING OPPORTUNITIES
8 Interactive Marketing and Electronic Commerce
9 Turning Marketing information into Action
10 Market Segments, Targeting and Positioning


PART 4: SATISFYING MARKETING OPPORTUNITIES
11 Developing New Products and Service
12 Managing Products, and Brands
13 Managing Services
14 Building the Price Foundation
15 Arriving at the Final Price
16 Managing Marketing Channels and Wholesaling
17 Integrating Supply Chain and Logistics Management
18 Retailing
19 Integrated Marketing Communications and Direct Marketing
20 Adverting, Sales, Promotion, and Public Relations
21 Personal Selling and Sales Management

PART 5 MANAGING THE MARKETING PROCESS
22 The Strategic Marketing Process
arketing Research
Chapter 6 Market Segmentation
Chapter 7 Developing Customer Loyalty
Chapter 8 Marketing in the Digital Age
Chapter 9 Product Strategy
Chapter 10 Prices
Chapter 11 Distribution
Chapter 12 Promotion
Chapter 13 Advertising
Chapter 14 Sales and Sales Management
Chapter 15 Controlling and Monitoring
Chapter 16 Ethical Considerations in Marketing

Includes bibliographical references and index.