Description

Table of Contents

Part I Make Marketing Value Decisions

Chapter 1 Welcome to the World of Marketing: Create and Deliver Value

Chapter 2 Strategic Market Planning: Take the Big Picture

Part II Understand Consumer’s Value Needs

Chapter 3 Marketing Research: Gather, Analyze, and Use Information

Chapter 4 Consumer Behaviour: How and Why We Buy

Chapter 5 Business-to-Business Markets: How and Why Organizations Buy

Chapter 6 Sharpen the Focus: Target Marketing Strategies and Customer Relationship

Management

Part III Create the Value Proposition

Chapter 7 Create the Product

Chapter 8 Manage the Product

Chapter 9 Price the Product

Part IVCommunicate and Deliver the Value Proposition

Chapter 10 One-to-Many to Many-to-Many: Traditional and New Media

Chapter 11 Advertising, Public Relations, Promotions,  Direct Marketing and Personal Selling

Chapter 12 Deliver the Value Through Supply Chain Management, Channels of Distribution, and Logistics

Appendix          The Marketing Plan: S&S Smoothie Company