A preface to marketing management

Abstract

Section I: Essentials of Marketing Management Part A: Introduction Chapter One: Strategic Planning and the Marketing Management Process Part B: Marketing Information, Research, and Understanding the Target Market Chapter Two: Marketing Research: Process and Systems for Decision Making Chapter Three: Consumer Behavior Appendix: Selected Consumer Behavior Data Sources Chapter Four: Business, Government, and Institutional Buying Chapter Five: Market Segmentation Part C: The Marketing Mix Chapter Six: Product Strategy Chapter Seven: New Product Planning and Development Chapter Eight: Integrated Marketing Communications: Advertising, Sales Promotion, Public Relations, and Direct Marketing Appendix: Major Federal Agencies Involved in Control of Advertising Chapter Nine: Personal Selling, Relationship Building, and Sales Management Chapter Ten: Distribution Strategy Chapter Eleven Pricing Strategy Part D: Marketing in Special Fields Chapter Twelve: The Marketing of Services Chapter Thirteen: Global Marketing Section II: Analyzing Market Problems and Cases Section III: Financial Analysis for Marketing Decisions Section IV: Developing Marketing Plans Notes Index

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