Marketing Management

Brief Contents Part one: Marketing Philosophy and Strategy ........................2 1 Marketing and the Job of the Marketing Manager ...................................3 2 A Strategic Marketing Framework ...............................31 Part two: Analysis for Marketing Decisions............................54 3 Marketing Research....................................55 4 Analyzing Consumer Behavior ..........................81 5 Organizational Buying Behavior................................115 6 Market Structure and Competitor Analysis...............................139 Part three: Marketing Decision Making ..............................164 7 Product Decisions...........................165 8 New Product Development...........................193 9 Communications and Advertising Strategy............................ 225 10 Channels of Distribution .........................257 11 Direct Channels of Distribution: Personal Selling and Direct Marketing........................289 12 Pricing...........................321 13 Sales Promotion.............................351 14 Customer Relationship Management...............................377 15 Special Topic: Strategies for Service Markets...........................409