Part I: Identifying and Specifying Value Opportunities Chapter 1: What is Marketing? Chapter 2: Making Strategic Marketing Decisions Chapter 3: Market Segmentation and Positioning Part II: Understanding Customer Value Needs and Behaviour Chapter 4: Marketing Research Chapter 5: Consumer Buying Behaviour Chapter 6: Organizational Buying Behaviour Part III: Creating the Value Proposition Chapter 7: Product Strategy Chapter 8: Product Management Chapter 9: Pricing Strategy Part IV: Delivering, Communicating, and Implementing the Value Chapter 10: Channels and Supply Chain Strategy Chapter 11: Retailing and E-tailing Chapter 12: Integrated Marketing Communications Chapter 13: Communication Mix More...
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