Part One. Understanding the marketing process and strategic planning. 1. Marketing: creating value 2. Customer retention and business profits 3. Strategic planning and marketing 4. Marketing plans. Part Two. Market analysis, targeting and positioning. 5. The global marketing environment -- 6. Information management and marketing research 7. Consumer behaviour 8. Business-to-business behaviour 9. Market analysis and applications 10. Market segmentation, targeting and positioning Part Three. Working with the extended marketing mix. 11. Products: goods, services and experiences 12. New products 13. Pricing considerations and approaches 14. Marketing channels and logistic networks 15. Retailing and wholesaling 16. Advertising and public relations 17. Managing sales promotion and selling 18. Direct and online marketing 19. Sustainable competitive advantage Part Four. Extending the marketing management. 20. Tapping into markets across the globe. 21. Responsible marketing.
|Place of Publication||Frenchs Forest, NSW|
|Publisher||Pearson Education Australia|
|Publication status||Published - 2007|