 Business: A Changing World, 4/e O.C. Ferrell,
Colorado State University
Geoffrey Hirt,
DePaul University
Customer-Driven Marketing
Chapter Outline
 | | | Nature of MarketingThe Exchange Relationship Marketing Creates Utility Functions of Marketing The Marketing Concept Customer Relationship Management |
| | | Developing a Marketing StrategySelecting a Target Market Developing a Marketing Mix |
| | | Marketing Research and Information Systems |
| | | Buying BehaviorPsychological Variables of Buying Behavior Social Variables of Buying Behavior Understanding Buying Behavior |
| | | The Marketing Environment |
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2002 McGraw-Hill Higher Education