Test Item File

Front Cover
Pearson Prentice Hall, 2002 - Marketing - 448 pages
0 Reviews

What people are saying - Write a review

We haven't found any reviews in the usual places.

Contents

Part IUnderstanding Marketing Management
1
Adapting Marketing to the New Economy
20
Building Customer Satisfaction Value and Retention
35
Part IIAnalyzing Marketing Opportunities
54
Gathering Information and Measuring Market Demand
72
Scanning the Marketing Environment
95
Analyzing Consumer Markets and Buyer Behavior
111
Analyzing Business Markets and Business Buying Behavior
133
Developing New Market Offerings
218
Designing Global Market Offerings
239
Part IVShaping the Market Offering
258
Designing and Managing Services
277
Developing Price Strategies and Programs
297
Part VManaging and Delivering Marketing Programs
317
Managing Retailing Wholesaling and Market Logistics
336
Managing Integrated Marketing Communications
354

Dealing with the Competition
155
Identifying Market Segments and Selecting Target Markets
175
Part IIIDeveloping Market Strategies
196
Managing Advertising Sales Promotion Public Relations and Direct Marketing
376
Managing the Sales Force
399
Copyright

Bibliographic information