PART 1 DESIGNING CUSTOMER-ORIENTED MARKETING STRATEGIES

Chapter 1 Marketing:Creating Satisfaction through Customer Relationships

Chapter 2 Strategic Planning and the Marketing Process

Appendix Creating an Effective Marketing Plan

Chapter 3 The Marketing Environment,Ethics,and Social Responsibility

Chapter 4 E-Commerce:Marketing in the Digital Age

PART 2 UNDERSTANDING BUYERS AND MARKETS

Chapter 5 Consumer Behavior

Chapter 6 Business-to-Business(B2B)Marketing

Chapter 7 Serving Global Markets

PART 3 TARGET MARKET SELECTION

Chapter 8 Marketing Research,Decision Support Systems,and Sales Forecasting

Chapter 9 Market Segmentation,Targeting,and Positioning

Chapter 10 Relationship Marketing,Customer Relationship Management(CRM),and One-to-One Marketing

PART 4 PRODUCT DECISIONS

Chapter 11 Product and Service Strategies

Chapter 12 Category and Brand Management,Product Identification,and New-Product Development

PART 5 DISTRIBUTION DECISIONS

Chapter 13 Marketing Channels and Supply Chain Management

Chapter 14 Direct Marketing and Marketing Resellers:Retailers and Wholesalers

PART 6 PROMOTIONAL DECISIONS

Chapter 15 Integrated Marketing Communications

Chapter 16 Advertising and Public Relations

Chapter 17 Personal Selling and Sales Promotion

PART 7 PRICING DECISIONS

Chapter 18 Price Concepts and Approaches

Chapter 19 Pricing Strategies