Page 8 - Foundations of Marketing

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Part 1: Strrategicc Maarkketing annnd Its Enviironmmmeent 1
1. Customer-Driven Strategic Marketing 2
2. Planning, Implementing, and Evaluating Marketing Strategies 27
3. The Marketing Environment, Social Responsibility, and Ethics 53

Part 2: Marketinngg Research aannd Targget MMarketts 855
4. Marketing Research and Information Systems 86
5. Target Markets: Segmentation and Evaluation 115
Part 3: CCCustoomeer Behavioorr and E-MMMarrkeetinggg 143

6 6: Consumer Buying Behavior 144
7. Business Markets and Buying Behavior 173
8. Reaching Global Markets 195
9. Digital Marketing and Social Networking 227

Part 4: Producct and Price Deccisions 257
10. Product, Branding, and Packaging Concepts 258
11. Developing and Managing Goods and Services 293
12. Pricing Concepts and Management 327
Part 5: Diistributtionn DDecisions 3359

13. Marketing Channels and Supply-Chain Management 360
14. Retailing, Direct Marketing, and Wholesaling 396
Part 6: Prroomotion Decisioons 4427

15. Integrated Marketing Communications 428
16. Advertising and Public Relations 454
17. Personal Selling and Sales Promotion 481
Glossary G-1
Name Index I-1
Organization Index I-5
Subject Index I-11

Online appendices can be found at www.cengagebrain.com
Appendix A: Financial Analysis in Marketing
Appendix B: Sample Marketing Plan
Appendix C: Careers in Marketing
Role-Play Exercises

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