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Table of content: PART ONE: MARKETING IN THE TWENTY-FIRST CENTURY
Chapter 1: Why Marketing Matters to You
Chapter 2: Strategic Planning for a Successful Future
Chapter 3: Analysing Your Environment
PART TWO: UNDERSTANDING YOUR CUSTOMER
Chapter 4: Marketing Research
Chapter 5: Knowing Your Customer: Consumer and Business
Chapter 6: Developing Your Product
Chapter 7: Segmenting, Targeting, and Finding Your Market Position
PART THREE: REACHING YOUR CUSTOMER
Chapter 8: Promotional Strategies
Chapter 9: Supply Chain and Logistics Management: Adding Value for Your Customers
Chapter 10: Pricing for Profit and Customer Value
Chapter 11: Building Successful Brands: Your Organization, Your Product, and Yourself
PART FOUR: RESPONDING TO YOUR CUSTOMER
Chapter 12: Managing Your Customer Relationships
Chapter 13: Social Responsibility and Sustainability
Chapter 14: Measuring Marketing Performance
Product Details: Language: English
ISBN-10: 0077861094
ISBN-13: 978-0077861094
ISBN-13: 9780077861094
Author: C. Shane Hunt, John E. Mello
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