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Tables of Contents for Marketing
Chapter/Section Title
Page #
Page Count
List of Figures
vii
 
List of tables
xii
 
List of case studies
xiv
 
Preface and acknowledgements
xv
 
Overview
xvii
 
Module 1 Defining markets/segments and customer value
1
104
Consumer buyer behaviour
3
19
Organizational buyer behaviour
22
19
Market segmentation
41
25
Marketing research
66
23
Competitive analysis
89
16
Module 2 Creating the value proposition
105
182
Marketing planning
107
25
Defining marketing objectives and strategies
132
25
Product strategy
157
36
Brands
193
22
Pricing strategy
215
20
Communication strategy
235
32
Key account strategy
267
20
Module 3 Delivering value
287
162
Managing marketing relationships
289
26
Customer retention strategy
315
35
Sales force strategy
350
29
Channel strategy
379
30
Distribution and logistics strategy
409
21
Customer service strategy
430
19
Module 4 Monitoring value
449
38
Marketing information and control
451
26
Evaluating marketing performance
477
10
Module 5 Enhancing value
487
36
Organizational structure and culture
489
20
Corporate ethos and ethics
509
14
Conclusion
523
10
Index
533