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Tables of Contents for Principles of Marketing
Chapter/Section Title
Page #
Page Count
Preface
v
 
The author
vi
 
PART I: MARKETING: THE FUNDAMENTALS
What is marketing?
3
28
The marketing environment
31
28
Segmentation and targeting
59
31
Developing a brand
90
29
Marketing ethics
119
24
PART II: UNDERSTANDING CUSTOMERS
Marketing research
143
22
Buyer behaviour
165
24
Buyer-seller relationship development
189
28
PART III: DEVELOPING THE MARKETING MIX
The product
217
22
Innovation and new product development
239
21
Developing a sustainable competitive advantage
260
28
Pricing: underlying principles
288
23
Pricing: application
311
26
Channel intermediaries
337
37
Physical distribution and logistics
374
39
Principles of promotion planning
413
25
Advertising
438
28
Selling and sales management
466
28
Public relations and sales promotion
494
22
Direct marketing
516
29
PART IV: BRINGING IT TOGETHER
Managing the marketing effort
545
29
The marketing of services
574
26
Global marketing
600
29
Glossary
629
7
Subject index
636
5
Author Index
641
2
Organization and Brand Index
643