SECTION 1 ESSENTIALS OF MARKETING MANAGEMENT |
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PART A INTRODUCTION |
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Chapter 1 | Strategic Planning and the Marketing Management Process |
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PART B MARKETING INFORMATION, RESEARCH, AND UNDERSTANDING THE TARGET MARKET |
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Chapter 2 | Marketing Research: Process and Systems for Decision Making |
Chapter 3 | Consumer Behavior |
Chapter 4 | Business, Government, and Institutional Buying |
Chapter 5 | Market Segmentation |
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PART C THE MARKETING MIX |
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Chapter 6 | Product and Brand Strategy |
Chapter 7 | New Product Planning and Development |
Chapter 8 | Integrated Marketing Communications |
Chapter 9 | Personal Selling, Relationship Building, and Sales Management |
Chapter 10 | Distribution Strategy |
Chapter 11 | Pricing Strategy |
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PART D MARKETING IN SPECIAL FIELDS |
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Chapter 12 | The Marketing of Services |
Chapter 13 | Global Marketing |
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SECTION 2 ANALYZING MARKETING PROBLEMS AND CASES |
SECTION 3 FINANCIAL ANALYSIS FOR MARKETING DECISIONS |
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SECTION 4 INTERNET EXERCISES AND SOURCES OF MARKETING INFORMATION |
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PART A INTERNET EXERCISES |
PART B INTERNET SOURCES OF MARKETING INFORMATION |
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SECTION 5 MARKETING MANAGEMENT CASES |
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CASE GROUP A | MARKET OPPORTUNITY ANALYSIS |
CASE GROUP B | PRODUCT STRATEGY |
CASE GROUP C | PROMOTION STRATEGY |
CASE GROUP D | DISTRIBUTION STRATEGY |
CASE GROUP E | PRICING STRATEGY |
CASE GROUP F | SOCIAL AND ETHICAL ISSUES IN MARKETING MANAGEMENT |
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SECTION 6 STRATEGIC MARKETING CASES |
SECTION 7 DEVELOPING MARKETING PLANS |
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Chapter Notes | |
Index | |