Marketing Foundations (4th Edition, Paperback)

Part I: STRATEGIC MARKETING AND ITS ENVIRONMENT. 1. Customer-Driven Strategic Marketing. 2. Planning Marketing Strategies. 3. The Marketing Environment, Social Responsibility, and Ethics. Part II: MAREKET RESEARCH AND TARGET MARKETS. 4. Marketing Research and Information Systems. 5. Target Markets: Segmentation and Evaluation. PART III: CUSTOMER BEHAVIOR. 6. Consumer Buying Behavior. 7. Business Markets and Buying Behavior. 8. Global Markets and International Marketing. Part IV: PRODUCT DECISIONS. 9. Product, Branding, and Packaging Concepts. 10. Developing and Managing Goods and Services. Part V: PRICING DECISIONS. 11. Pricing Fundamentals. 12. Pricing Management. Part VI: DISTRIBUTION DECISIONS. 13. Marketing Channels and Supply Chain Management. 14. Retailing, Direct Marketing and Wholesaling. Part VII: PROMOTION DECISIONS. 15. Integrated Marketing Communications. 16. Advertising and Public Relations. 17. Personal Selling and Sales Promotion. Appendix: Careers in Marketing.