Marketing Management (Paperback, 6)

PrefaceAbout the authorPart 1 Marketing Strategy1 Why is Marketing Management Important?2 Customer Behavior3 Segmentation4 Targeting5 PositioningPart 2 Product Positioning6 Products: Goods and Services7 Brands8 New Products and InnovationPart 3 Positioning via Price, Place, and Promotion9 Pricing10 Channels of Distribution11 Advertising Messages and Marketing Communications12 Integrated Marketing Communications and Media Choices13 Social MediaPart 4 Positioning: Assessment through the Customer Lens14 Customer Satisfaction and Customer Relationships15 Marketing Research ToolsPart 5 Capstone16 Marketing Strategy17 Marketing PlansEndnotesIndex