Bibliographic record and links to related information available from the Library of Congress catalog.
Note: Contents data are machine generated based on pre-publication provided by the publisher. Contents may have variations from the printed book or be incomplete or contain other coding.
Chapter 1. Defining Marketing for the 21st Century Chapter 2. Developing Marketing Strategies & Plans Chapter 3 Gathering Information & Scanning the Environment Chapter 4 Conducting Marketing Research & Forecasting Demand Chapter 5. Creating Customer Value, Satisfaction, and Loyalty Chapter 6. Analyzing Consumer Markets Chapter 7 Analyzing Business Markets Chapter 8. Identifying Market Segments and Targets Chapter 9. Creating Brand Equity Chapter 10. Crafting the Brand Positioning Chapter 11. Dealing with Competition Chapter 12. Setting Product Strategy Chapter 13. Designing & Managing Services Chapter 14. Developing Pricing Strategies and Programs Chapter 13. Designing & Managing Marketing Channels & Value Networks Chapter 16. Managing Retailing, Wholesaling & Logistics >Chapter 17. Designing and Managing Integrated Marketing Communications Chapter 18. Managing Mass Communications: Advertising, Sales Promotions, Events, & Public Relations Chapter 19. Managing Personal Communications: Direct Marketing & Personal Selling Chapter 20 Introducing New Market Offerings Chapter 21 Tapping into Global Markets Chapter 22. Managing a Holistic Marketing Organization
Library of Congress Subject Headings for this publication:
Marketing -- Management.