Roger A. Kerin,
Southern Methodist University Steven W. Hartley,
University of Denver William Rudelius,
University of St. Thomas Gerard Edwards,
Douglas College Carla G Tibbo,
Douglas College
ISBN: 0070922977 Copyright year: 2005
Table of Contents
In addition to the brief table of contents that follows, the book's full table of contents is available in Acrobat PDF format (requiring the free Acrobat Reader application).
Developing Customer Relationships and Value through Marketing
Chapter 2:
Linking Marketing and Corporate Strategies
Appendix A: Creating an Effective Marketing Plan
Chapter 3:
Scanning the Marketing Environment
Chapter 4:
Ethics and Social Responsibility in Marketing
Chapter 5:
Consumer Behaviour
Chapter 6:
Organizational Markets and Buyer Behaviour
Chapter 7:
Reaching Global Markets
Chapter 8:
Turning Marketing Information into Action
Chapter 9:
Identifying Market Segments and Targets
Chapter 10:
Developing New Products and Services
Chapter 11:
Managing Products, Services, and Brands
Chapter 12:
Pricing, Products, and Services
Chapter 13:
Marketing Channels and Channel Logistics
Chapter 14:
Retailing and Wholesaling
Chapter 15:
Integrated Marketing Communications and Interactive Marketing
Chapter 16:
Advertising, Sale Promotion, and Public Relations
Chapter 17:
Personal Selling and Sales Management
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Full Table of Contents
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2005 McGraw-Hill Higher Education