CONTEMP.MARKETING >CANADIAN<

Name: CONTEMP.MARKETING >CANADIAN<
Availability: OutOfStock
ISBN: 9780176500030

ISBN-10: 0176500030

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Publisher: NELSON
Publication date: 2/17/2009
Weight: 4.642



Preface



Designing Customer-Oriented Marketing Strategies



Marketing: The Art and Science of Satisfying Customers



Strategic Planning and the Marketing Process



The Marketing Environment, Ethics, and Social Responsibility



Understanding Buyers and Markets



Consumer Behaviour



Business-to-Business (B2B) Marketing



Serving Global Markets



Target Market Selection



Marketing Research, Decision Support Systems, and Sales Forecasting



Market Segmentation, Targeting, and Positioning



Relationship Marketing, Customer Relationship Management (CRM), and One-to-One Marketing



Product Decisions



Product and Service Strategies



Category and Brand Management, Product Identification, and New-Product Development



Distribution Decisions



Marketing Channels and Supply Chain Management



Direct Marketing and Marketing Resellers: Retailers and Wholesalers



Promotional Decisions



Integrated Marketing Communications



Advertising and Public Relations



Personal Selling and Sales Promotion



Pricing Decisions



Price Concepts and Approaches



Pricing Strategies


Appendix: Creating an Effective Marketing Plan