Part 1: 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
Chapter 3. Thrive in the Marketing Environment: The World Is Flat
Part 2: Understand Consumers’ Value Needs
Chapter 4. Marketing Research: Gather, Analyze, and Use Information
Chapter 5. Consumer Behavior: How and Why We Buy
Chapter 6. Business-to-Business Markets: How and Why Organizations Buy
Chapter 7. Sharpen the Focus: Target Marketing Strategies and Customer Relationship Management
Part 3: Create the Value Proposition
Chapter 8. Create the Product
Chapter 9. Manage the Product
Chapter 10. Services and Other Intangibles: Marketing the Product That Isn’t There
Chapter 11. Price the Product
Part 4: Communicate the Value Proposition
Chapter 12. Old and New Media: From One to Many to Many to Many
Chapter 13. Advertising, Sales Promotion, and Public Relations: One to Many
Chapter 14. Personal Selling, Sales Management, and Direct Marketing: One to One
Part 5: Deliver the Value Proposition
Chapter 15. Deliver Value through Supply Chain Management, Channels of Distribution, and Logistics
Chapter 16. Retailing: Bricks and Clicks
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