Marketing Information (Hardcover)

Acknowledgments Preface Where to Find It: A Checklist for Typical Marketing Concepts PART I. INTRODUCTION Chapter 1. Introduction to Sources and Strategies for Research on Marketing PART II. RESEARCHING THE COMPETITIVE ENVIRONMENT Chapter 2. Sources for an Industry Scan Chapter 3. Sources About Companies, Brands, and Competitors Chapter 4. Sources for Market Research Reports PART III. RESEARCH ABOUT CUSTOMERS Chapter 5. Demographic, Geographic, and Lifestyle Sources Chapter 6. Marketing Sources for Demographic Niches PART IV. RESEARCH FOR PROMOTIONAL STRATEGY Chapter 7. Advertising and Media Planning Sources Chapter 8. Public Relations Sources PART V. RESEARCHING THE SALES STRATEGY Chapter 9. Sales Management, Sales Promotion, and Retail Sources Chapter 10. Direct Marketing and E-Commerce Sources Chapter 11. International Marketing Sources PART VI. RESEARCHING PRICE, PACKAGING, AND PLACE Chapter 12. Product Development, Packaging, Pricing, and Place PART VII. SPECIAL TOPICS Chapter 13. Sources for Special Topics: Social Marketing, Nonprofit Organizations, Services Marketing, and Legal/Ethical Issues APPENDIX: Selected Glossaries Title Index Subject Index Reference Notes Included