Brief Table of Contents
Part 1 The Contemporary Marketing Environment
Chapter 1 Developing Relationships through Customer Focus,
Quality, Technology, and
Chapter 2 The Marketing Environment, Ethics, and Social
Responsibility
Chapter 3 Global Dimensions of Marketing
Part 2 Managing Technology to Achieve Marketing Success
Chapter 4 E-Commerce: Electronic Marketing and the Internet
Chapter 5 Succeeding Using Relationship and Database Marketing
Part 3 Marketing Planning, Information, and Segmentation
Chapter 6 Marketing Planning and Forecasting
Appendix 6A Developing a Marketing Plan
Chapter 7 Marketing Research and Decision-Support Systems
Chapter 8 Market Segmentation, Targeting, and Positioning
Part 4 Customer Behavior
Chapter 9 Consumer Behavior
Chapter 10 Business-to-Business Marketing
Part 5 Product Strategy
Chapter 11 Product Strategies for Goods and Services
Chapter 12 Brand Management and New-Product Planning
Part 6 Distribution Strategy
Chapter 13 Marketing Channels and Logistics Management
Chapter 14 Retailing, Direct Marketing, and Wholesaling
Part 7 Promotional Strategy
Chapter 15 Integrated Marketing Communications
Chapter 16 Advertising, Sales Promotion, and Public Relations
Chapter 17 Personal Selling and Sales Force Management
Part 8 Pricing Strategy
Chapter 18 Price Determination
Chapter 19 Managing the Pricing Function
Copyright © 2003 South-Western. All Rights Reserved.
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