Principles of Contemporary Marketing (Paperback)

PART I: DESIGNING CUSTOMER ORIENTED MARKETING STRATEGIES. 1. Marketing: The Art and Science of Satisfying Customers. 2. Strategic Planning in Contemporary Marketing. 3. The Marketing Environment, Ethics, and Social Responsibility. 4. Social Media: Living in the Connected World. 5. E-Business: Managing the Customer Experience. PART II: UNDERSTANDING BUYERS AND MARKETS. 6. Consumer Behavior. 7. Business-to-Business (B2B) Marketing. 8. Global Marketing. PART III: TARGET MARKET SOLUTIONS. 9. Market Segmentation, Targeting, and Positioning. 10. Marketing Research and Sales Forecasting. 11. Relationship Marketing and Customer Relationship Management (CRM). PART IV: PRODUCT DECISIONS. 12. Product and Service Strategies. 13. Developing and Managing Brand and Product Categories. PART V: DISTRIBUTION DECISIONS. 14. Marketing Channels and Supply Chain Management. 15. Retailers, Wholesalers, and Direct Marketers. PART VI: PROMOTIONAL DECISIONS. 16. Integrated Marketing Communications, Advertising, and Public Relations. 17. Personal Selling and Sales Promotion. PART VII: PRICING DECISIONS. 18. Pricing Concepts. 19. Pricing Strategies. Appendix A: Developing an Effective Marketing Plan. Appendix B: Financial Analysis in Marketing.