Marketing

Part 1    Defining Marketing and the Marketing Process Chapter 1      Marketing: Managing Profitable Customer Relationships Chapter 2      Company and Marketing Strategy: Partnering to Build Customer Relationships Chapter 3      Marketing and Society: Social Responsibility and Marketing Ethics Part 2    Understanding the Marketplace and Consumers Chapter 4      The Marketing Environment Chapter 5      Managing Marketing Information Chapter 6      Consumer and Business Buyer Behaviour Part 3    Designing a Customer-Driven Marketing Strategy and Marketing Mix Chapter 7      Segmentation, Targeting, and Positioning: Building the Right Relationships with the Right Customers Chapter 8      Product, Services, and Branding Strategy Chapter 9      New-Product Development and Product Life-Cycle Strategies Chapter 10    Pricing Considerations and Strategies Chapter 11    Marketing Channels and Supply Chain Management Chapter 12    Integrated Marketing Communications Chapter 13    Marketing and the Internet