Content :
Preface
Part One Make Marketing Value Decisions
1 Welcome to the World of Marketing
2 Strategic Market Planning
3 Thrive in the Marketing Environment
Part Two Understand Consumers' Value Needs
4 Marketing Research
5 Consumer Behavior
6 Business-to-Business Markets
7 Sharpen the Focus
Part Three Create the Value Proposition
8 Create the Product
9 Manage the Product
10 Services and Other Intangibles
11 Price the Product
Part Four Communicate the Value Proposition
12 One-to-One to Many-to-Many
13 One-to-Many
14 One-to-One
Part Five Deliver the Value Proposition
15 Deliver Value through Supply Chain Management, Channels Of Distribution, and Logistics
16 Retailing
Appendix Marketing Plan
Glossary
Index
ADVERTISING
