Marketing Concepts & Strategies, w. CourseMate and eBook Access Card

PART ONE - MARKETING DEFINED AND MARKETING IN CONTEXT

Chapter 1 - The Marketing Concept
Chapter 2 - Marketing Strategy and Understanding Competitors
Chapter 3 - The Marketing Environment
Chapter 4 - Marketing in International Markets and Globalisation

PART TWO - UNDERSTANDING AND TARGETING CUSTOMERS

Chapter 5 - Consumer Buying Behaviour
Chapter 6 - Business Markets and Business Buying Behaviour
Chapter 7 - Segmenting Markets and Customer Relationship Management
Chapter 8- Targeting and Positioning
Chapter 9 - Marketing Research

PART THREE - PRODUCT, BRANDING, PACKAGING AND SERVICE DECISIONS

Chapter 10 - Product Decisions
Chapter 11 - Branding and Packaging
Chapter 12 - Developing Products and Managing Product Portfolios
Chapter 13 - The Marketing of Services

PART FOUR - PLACE/DISTRIBUTION/MARKETING CHANNEL DECISIONS

Chapter 14 - Marketing Channels
Chapter 15 - Channel Players and Physical Distribution

PART FIVE - PROMOTION/MARKETING COMMUNICATION DECISIONS

Chapter 16 - An Overview of Marketing Communications
Chapter 17 - Advertising, Public Relations and Sponsorship
Chapter 18 - Sales Management, Sales Promotion, Direct Mail, the Internet and Direct Marketing

PART SIX - PRICING DECISIONS

Chapter 19 - Pricing

PART SEVEN - MANIPULATING THE MARKETING MIX

Chapter 20 - Modifying the Marketing Mix for Business Markets, Services and in International Marketing

PART EIGHT - MARKETING MANAGEMENT

Chapter 21 - Marketing Planning and Forecasting Sales Potential
Chapter 22 - Implementing Strategies, Internal Marketing Relationships and Measuring Performance
Chapter 23 - Responsible Marketing

O.C. Ferrell ist Professor für Marketing und Mitarbeiter für kreative Businessstrategien an der Anderson Schule für Management sowie der Universität New Mexiko.