Description
- Part I The Marketing Process
- Chapter 1 The Meaning of Marketing
- Chapter 2 Marketing Strategy
- Chapter 3 The Environment of Marketing Strategy
- Part II Understanding the Consumer
- Chapter 4 Buyer Behavior
- Chapter 5 Marketing Research
- Chapter 6 Market Segmentation
- Chapter 7 Developing Customer Loyalty
- Part III The Marketing Mix
- Chapter 8 Product Strategy
- Chapter 9 Price
- Chapter 10 Distribution
- Chapter 11 Promotion
- Chapter 12 Advertising
- Chapter 13 Sales and Sales Management
- Chapter 14 Controlling and Monitoring
- Appendix A A Sample Business Planning Manual
- Appendix B Glossary
