FART1 DEVELOPING MARKETING PLANS AND STRATEGLES 1 Marketing:Creating Value for Customers 2 Environmental Analysis 3 Glibal Marketing Challenges 4 Mrketing Planning and Organization Strategy PART2 UNDERSTANDING CUSOMERS AND MARKETS 5 Marketing Reserch:Information and Technology 6 Consumer Behavior 7 Organizational Buying Behavior 8 Market Segmentation PART3 MANAGING AND DEVELOPING PRODUCTS AND SERVICES 9 Managing Existing Products 10 Develoning New Products 11 Marketing Services PART4 PRICING PRINCLPLES AND STRATEGLES 12 Fundamentals of Pricing 13 Pricing Goods and Services PART5 PLACEMENT:DISTRIBUTING GOODS AND SERVICES 14 Managing Distribution Channels 15 Wholesaling and Physical Distribution 16 Retailing PART6 PROMOTION:INTEGRATED MARKETING COMMUNICATIONS 17 Managing Marketing Communications 18 Advertising, Sales Promotion, and Publicity 19 Personal Selling and Sales Managment PART7 EVALUATING MARKETING EFFECTIVENESS 20 Implementing and Comtrolling Markenting Activities Appendix A Developing a Marketing Plan Appendix B Career Opportunities in Mrdeting Appendix C Mathematics Used in Marketing Notes Photo Credits Glossary Indexes
