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Marketing : Real People, Real Choices

ISBN: 9780131449688 | 0131449680
Edition: 4th
Format: Paperback
Publisher: Prentice Hall
Pub. Date: 1/1/2006

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SummaryTable of Contents
Marketing: Real People, Real Choices is the only text to introduce marketing from the perspective of real people who make real marketing decisions at leading companies every day.
This reader-friendly marketing book conveys timely and relevant material in a dynamic presentation of how marketing concepts are implemented, and what they mean in the marketplace. It introduces marketing from the perspective of real people making real marketing decisions at leading companiesevery day.Learners will come to understand that ... MORE
... MORE
Prefacexxiii
PART I MAKING MARKETING VALUE DECISIONS
2(96)
Welcome to the World of Marketing: Creating and Delivering Value
3(30)
Real People, Real Choices: Meet Jeff Taylor, a Decision Maker at Monster.com
3(1)
Welcome to Brand You
4(2)
The Who and Where of Marketing
5(1)
Marketing's Role in the Firm
5(1)
The Value of Marketing
6(2)
Marketing Is About Meeting Needs
6(1)
Marketing Is About Creating Utility
7(1)
Marketing Is About Exchange Relationships
8(1)
What Can Be Marketed?
8(3)
Consumer Goods and Services
9(1)
Business-to-Business Goods and Services
10(1)
Not-for-Profit Marketing
10(1)
Idea, Place, and People Marketing
11(1)
The Marketing of Value
11(6)
Value from the Customer's Perspective
12(1)
Value from the Seller's Perspective
12(4)
Value from Society's Perspective
16(1)
Real People, Other Voices: Advice for Monster.com
16(1)
Marketing as a Process
17(5)
Marketing Planning
17(1)
Marketing's Tools: The Marketing Mix
18(3)
When did Marketing Begin? The Evolution of a Concept
21(1)
The Production Era
22(4)
The Selling Era
22(1)
The Consumer Era
23(1)
The New Era
23(2)
Real People, Real Choices: How it Worked Out at Monster.com
25(1)
Chapter Summary
26(1)
Key Terms
27(1)
Chapter Review
28(2)
Real People, Real Surfers: Exploring the Web
29(1)
Marketing in Action Case: Real Choices on American Idol
30(3)
Strategic Planning and the Marketing Environment: The Advantage is Undeniable
33(30)
Real People, Real Choices: Meet Steve Battista, a Decision Maker at Under Armour, Inc.
33(1)
Business Planning: Seeing the Big Picture
34(1)
The Three Levels of Business Planning
35(2)
Strategic Planning: Driving a Firm's Success
37(7)
Step 1: Define the Mission
37(1)
Step 2: Evaluate the Internal and External Environment
38(1)
Step 3: Set Organizational or SBU Objectives
38(1)
Step 4: Establish the Business Portfolio
39(3)
Step 5: Develop Growth Strategies
42(2)
Real People, Other Voices: Advice for Under Armour
44(1)
Functional Planning: From Strategic Planning to Marketing Planning
44(4)
Step 1: Perform a Situation Analysis
45(1)
Step 2: Set Marketing Objectives
45(1)
Step 3: Develop Marketing Strategies
45(2)
Step 4: Implement Marketing Strategies
47(1)
Step 5: Monitor and Control Marketing Strategies
47(1)
Operational Planning: Day-to-Day Execution of Marketing Plans
48(1)
Analyzing the Environment
48(1)
Internal Environment
49(1)
External Environment
50(7)
The Economic Environment
50(1)
The Competitive Environment
50(2)
The Technological Environment
52(1)
The Legal Environment
52(3)
The Sociocultural Environment
55(1)
Real People, Real Choices: How It Worked Out at Under Armour
56(1)
Chapter Summary
57(1)
Key Terms
58(1)
Chapter Review
58(2)
Real People, Real Surfers: Exploring the Web
60(1)
Marketing in Action Case: Real Choices at McDonald's
60(3)
Think Globally/Act Locally
63(35)
Real People, Real Choices: Meet Rick Roth, a Decision Maker at SweatX
63(2)
Welcome to the New Era of Marketing
65(1)
Doing it Right: Ethical Behavior in the Marketplace
65(4)
The High Costs of Unethical Marketplace Behavior
66(1)
Consumerism: Fighting Back
66(2)
Ethics in the Marketing Mix
68(1)
Doing It Right: A Focus on Social Responsibility
69(3)
Serving the Environment
70(1)
Serving Society: Cause Marketing
70(1)
Serving the Community: Promoting Cultural Diversity
71(1)
Playing on a Global Stage
72(4)
World Trade
72(3)
Borders, Roadblocks, and Communities
75(1)
Economic Communities
76(1)
The Global Marketing Environment
76(9)
The Economic Environment
76(3)
The Political and Legal Environment
79(2)
The Cultural Environment
81(2)
Real People, Other Voices: Advice for SweatX
83(2)
How ``Global'' Should a Global Marketing Strategy Be?
85(2)
Company-Level Decisions: Choosing a Market Entry Strategy
85(2)
Product-Level Decisions: Choosing a Marketing Mix Strategy
87(5)
Standardization Versus Localization
87(4)
Real People, Real Choices: How it Worked Out at SweatX
91(1)
Chapter Summary
92(1)
Key Terms
93(1)
Chapter Review
94(2)
Real People, Real Surfers: Exploring the Web
95(1)
Marketing in Action Case: Real Choices at Wal-Mart
96(2)
PART II UNDERSTANDING CONSUMERS' VALUE NEEDS
98(128)
Marketing Information and Research: Analyzing the Business Environment Offline and Online
99(36)
Real People, Real Choices: Meet Cathy Burrows, A Decision Maker at RBC Centura Bank
99(1)
Knowledge is Power
100(1)
The Marketing Information System
101(4)
Internal Company Data
101(1)
Marketing Intelligence
102(1)
Marketing Research
103(1)
Acquired Databases
104(1)
Marketing Decision Support Systems
105(1)
Searching for Gold: Data Mining
106(1)
Steps in the Marketing Research Process
107(18)
Step 1: Define the Research Problem
107(2)
Step 2: Determine the Research Design
109(6)
Step 3: Choose the Method for Collecting Primary Data
115(4)
Step 4: Design the Sample
119(2)
Step 5: Collect the Data
121(2)
Step 6: Analyze and Interpret the Data
123(1)
Step 7: Prepare the Research Report
124(1)
Online Research
125(4)
Online Tracking
125(1)
Real People, Other Voices: Advice for RBC Centura Bank
126(1)
Online Testing, Questionnaires, and Focus Groups
127(1)
Real People, Real Choices: How It Worked Out at RBC Centura Bank
128(1)
Chapter Summary
129(1)
Key Terms
130(1)
Chapter Review
130(3)
Real People, Real Surfers: Exploring the Web
132(1)
Marketing in Action Case: Real Choices at Acxiom
133(2)
Consumer Behavior: How and Why People Buy
135(32)
Real People, Real Choices: Meet Daniel Grossman, a Decision Maker at Wild Planet
135(1)
Decisions, Decisions
136(1)
Steps in the Consumer Decision Process
137(7)
Step 1: Problem Recognition
139(1)
Step 2: Information Search
140(1)
Step 3: Evaluation of Alternatives
140(1)
Step 4: Product Choice
141(1)
Step 5: Postpurchase Evaluation
142(2)
Internal Influences on Consumer Decisions
144(7)
Perception
144(1)
Motivation
145(1)
Learning
146(1)
Attitudes
147(1)
Personality
148(1)
Age-Group
149(1)
Lifestyles
150(1)
Situational Influences on Consumer Decisions
151(1)
The Physical Environment
151(1)
Time
152(1)
Social Influences on Consumer Decisions
152(6)
Culture
152(2)
Subcultures
154(1)
Social Class
154(1)
Group Memberships
155(1)
Real People, Across the Hall: Advice for Wild Planet
156(1)
Real People, Other Voices: Advice for Wild Planet
157(1)
Opinion Leaders
158(1)
Sex Roles
158(1)
Consumer-To-Consumer E-Commerce
158(3)
Real People, Real Choices: How It Worked Out at Wild Planet
160(1)
Chapter Summary
161(1)
Key Terms
162(1)
Chapter Review
163(1)
Real People, Real Surfers: Exploring the Web
164(1)
Marketing in Action Case: Real Choices at Volkswagen
164(3)
Business-To-Business Markets: How and Why Organizations Buy
167(28)
Real People, Real Choices: Meet Steve McCracken, a Decision Maker at DuPont
167(1)
Business Markets: Buying and Selling When Stakes are High
168(1)
Characteristics that Make a Difference in Business Markets
169(3)
Multiple Buyers
170(1)
Number of Customers
170(1)
Size of Purchases
170(1)
Geographic Concentration
170(2)
Business-To-Business Demand
172(1)
Derived Demand
172(1)
Inelastic Demand
172(1)
Fluctuating Demand
173(1)
Joint Demand
173(1)
Types of Business-To-Business Markets
173(3)
Producers
174(1)
Resellers
174(1)
Organizations
174(1)
North American Industry Classification System
175(1)
The Nature of Business Buying
176(5)
The Buying Situation
177(1)
The Professional Buyer
178(1)
The Buying Center
178(1)
Real People, Other Voices: Advice for DuPont
179(2)
The Business Buying Decision Process
181(4)
Step 1: Problem Recognition
181(1)
Step 2: Information Search
181(2)
Step 3: Evaluation of Alternatives
183(1)
Step 4: Product and Supplier Selection
183(1)
Step 5: Postpurchase Evaluation
184(1)
Business-To-Business E-Commerce
185(4)
Intranets, Extranets, and Private Exchanges
185(2)
Security Issues
187(1)
Real People, Real Choices: How It Worked Out at DuPont
188(1)
Chapter Summary
189(1)
Key Terms
190(1)
Chapter Review
190(2)
Real People, Real Surfers: Exploring the Web
192(1)
Marketing in Action Case: Real Choices at Airbus
192(3)
Sharpening the Focus: Target Marketing Strategies and Customer Relationship Management
195(31)
Real People, Real Choices: Meet Que Gaskins, a Decision Maker at Reebok
195(2)
Selecting and Entering a Market
197(1)
Step 1: Segmentation
197(11)
Ways to Segment Consumer Markets
197(11)
Segmenting Business-to-Business Markets
208(1)
Step 2: Targeting
208(4)
Real People, Other Voices: Advice for Reebok
209(1)
Evaluating Market Segments
209(1)
Developing Segment Profiles
210(1)
Choosing a Targeting Strategy
210(2)
Step 3: Positioning
212(3)
Developing a Positioning Strategy
212(1)
Bringing a Product to Life: The Brand Personality
213(2)
Customer Relationship Management: Toward a Segment of One
215(7)
CRM: A New Perspective on an Old Problem
217(2)
Characteristics of CRM
219(1)
Real People, Real Choices: How it Worked Out at Reebok
220(2)
Chapter Summary
222(1)
Key Terms
223(1)
Chapter Review
223(2)
Real People, Real Surfers: Exploring the Web
224(1)
Marketing in Action Case: Real Choices at JetBlue
225(1)
PART III CREATING THE VALUE PROPOSITION
226(135)
Creating the Product
227(34)
Real People, Real Choices: Meet Eleni Rossides, a Decision Maker at Black & Decker
227(1)
Build a Better Mousetrap
228(2)
Layers of the Product Concept
230(2)
The Core Product
230(2)
The Actual Product
232(1)
The Augmented Product
232(1)
Classifying Products
232(5)
Consumer Product Classes Defined by How Long a Product Lasts
234(1)
Consumer Product Classes Defined by How Consumers Buy the Product
234(3)
It's ``New and Improved!'' Understanding Innovations
237(4)
The Importance of Understanding Innovations
238(1)
Types of Innovations
238(3)
Developing New Products
241(6)
Phase 1: Idea Generation
242(1)
Phase 2: Product Concept Development and Screening
242(1)
Phase 3: Marketing Strategy Development
243(1)
Phase 4: Business Analysis
243(1)
Real People, Other Voices: Advice for Black & Decker
244(1)
Phase 5: Technical Development
244(2)
Phase 6: Test Marketing
246(1)
Phase 7: Commercialization
246(1)
Adoption and Diffusion Process
247(8)
Stages in a Customer's Adoption of a New Product
248(3)
The Diffusion of Innovations
251(2)
Organizational Differences Affect Adoption
253(1)
Real People, Real Choices: How It Worked Out at Black & Decker
254(1)
Chapter Summary
255(1)
Key Terms
256(1)
Chapter Review
257(1)
Real People, Real Surfers: Exploring the Web
258(1)
Marketing in Action Case: Real Choices at VOSS Water
258(3)
Managing the Product
261(32)
Real People, Real Choices: Meet Mario A. Polit, a Decision Maker at Nissan North America, Inc.
261(1)
Product Planning: Taking the Next Step
262(1)
Using Product Objectives to Decide on a Product Strategy
263(9)
Objectives and Strategies for Individual Products
264(1)
Objectives and Strategies for Multiple Products
265(3)
Quality as a Product Objective
268(4)
Marketing Throughout the Product Life Cycle
272(3)
The Introduction Stage
272(2)
The Growth Stage
274(1)
The Maturity Stage
274(1)
The Decline Stage
274(1)
Real People, Other Voices: Advice for Nissan North America, Inc.
275(1)
Creating Product Identity: Branding Decisions
275(7)
What's in a Name (or a Symbol)?
276(1)
The Importance of Branding
277(2)
Branding Strategies
279(3)
Creating Product Identity: Packaging and Labeling Decisions
282(2)
Packaging Functions
282(1)
Designing Effective Packaging
282(2)
Labeling Regulations
284(1)
Organizing for Effective Product Management
284(3)
Management of Existing Products
284(1)
Organizing for New-Product Development
285(1)
Real People, Real Choices: How it Worked Out at Nissan North America, Inc.
286(1)
Chapter Summary
287(1)
Key Terms
288(1)
Chapter Review
288(2)
Real People, Real Surfers: Exploring the Web
290(1)
Marketing in Action Case: Real Choices at Samsung
290(3)
Services and Other Intangibles: Marketing the Product That Isn't There
293(30)
Real People, Real Choices: Meet Robyn Eichenholz, a Decision Maker at One of Universal's Theme Parks in Orlando
293(1)
Marketing What Isn't There
294(1)
Does Marketing Work for Intangibles?
295(1)
What is a Service?
296(10)
Characteristics of Services
297(3)
Classification of Services
300(1)
The Goods/Services Continuum
300(2)
Core and Augmented Services
302(1)
Services on the Internet
303(2)
The Service Encounter
305(1)
Providing Quality Service
306(3)
Dimensions of Service Quality
307(1)
Measuring Service Quality
308(1)
Strategies for Developing and Managing Services
309(1)
The Future of Services
310(2)
Real People, Other Voices: Advice for One of Universal's Theme Parks in Orlando
311(1)
Marketing People, Places, and Ideas
312(5)
Marketing People
312(2)
Marketing Places
314(1)
Marketing Ideas
315(1)
Real People, Real Choices: How It Worked Out at One of Universal's Theme Parks in Orlando
315(2)
Chapter Summary
317(1)
Key Terms
317(1)
Chapter Review
318(1)
Real People, Real Surfers: Exploring the Web
319(1)
Marketing in Action Case: Real Choices at XM Satellite Radio
319(4)
Pricing the Product
323(38)
Real People, Real Choices: Meet Danielle Blugrind, a Decision Maker at Taco Bell
323(1)
``Yes, But What Does it Cost?''
324(1)
Monetary and Nonmonetary Prices
325(1)
Developing Pricing Objectives
325(3)
Sales or Market Share Objectives
326(1)
Profit Objectives
326(1)
Competitive Effect Objectives
326(1)
Customer Satisfaction Objectives
327(1)
Image Enhancement Objectives
327(1)
Estimating Demand: How Demand Influences Pricing
328(5)
Demand Curves
328(2)
The Price Elasticity of Demand
330(3)
Determining Costs
333(5)
Types of Costs
333(2)
Break-Even Analysis
335(2)
Marginal Analysis
337(1)
Evaluating the Pricing Environment
338(1)
The Economy
338(1)
The Competition
338(1)
Consumer Trends
339(1)
Choosing a Price Strategy
339(6)
Pricing Strategies Based on Cost
340(1)
Pricing Strategies Based on Demand
341(2)
Pricing Strategies Based on the Competition
343(1)
Pricing Strategies Based on Customers' Needs
343(1)
New-Product Pricing
344(1)
Developing Pricing Tactics
345(3)
Pricing for Individual Products
345(1)
Pricing for Multiple Products
345(1)
Distribution-Based Pricing
346(1)
Discounting for Members of the Channel
347(1)
Pricing With Electronic Commerce
348(1)
Dynamic Pricing Strategies
348(1)
Auctions
348(1)
Pricing Advantages for Online Shoppers
349(1)
Psychological Issues in Pricing
349(3)
Buyers' Pricing Expectation
349(1)
Psychological Pricing Strategies
350(1)
Real People, Other Voices: Advice for Taco Bell
351(1)
Legal and Ethical Considerations in Pricing
352(3)
Deceptive Pricing Practices
352(1)
Unfair Sales Acts
352(1)
Illegal Business-to-Business Price Discrimination
353(1)
Price Fixing
353(1)
Predatory Pricing
353(1)
Real People, Real Choices: How It Worked Out at Taco Bell
354(1)
Chapter Summary
355(1)
Key Terms
356(1)
Chapter Review
356(2)
Real People, Real Surfers: Exploring the Web
358(1)
Marketing in Action Case: Real Choices at the New York Mets
358(3)
PART IV COMMUNICATING THE VALUE PROPOSITION
361(93)
Connecting with the Customer: Integrated Marketing Communications and Interactive Marketing
361(32)
Real People, Real Choices: Meet Matt Ferguson, a Decision Maker at PriceMcNabb, Inc.
361(1)
Tailoring Marketing Communications to Customers
362(2)
The Communications Model
364(3)
Encoding by the Source (the Marketer)
364(1)
The Message
365(1)
The Medium
365(1)
Decoding by the Receiver
365(1)
Noise
366(1)
Feedback
366(1)
Marketing Communication Strategy and the Promotion Mix
367(5)
Personal Appeals
368(1)
Real People, Other Voices: Advice for Price McNabb, Inc.
369(1)
Mass Appeals
369(1)
New Appeals
370(2)
Integrated Marketing Communications
372(3)
Characteristics of IMC
372(3)
Developing the IMC Plan
375(6)
Step 1: Identify the Target Audiences
375(1)
Step 2: Establish the Communications Objectives
375(2)
Step 3: Determine and Allocate the Marketing Communication Budget
377(3)
Step 4: Design the Promotion Mix
380(1)
Step 5: Evaluate the Effectiveness of the Communications Program
381(1)
Interactive Marketing
381(6)
Customizing the Message
382(1)
Levels of Interactive Response
383(1)
Database Marketing
384(2)
Real People, Real Choices: How It Worked Out at PriceMcNabb
386(1)
Chapter Summary
387(2)
Key Terms
389(1)
Chapter Review
389(2)
Real People, Real Surfers: Exploring the Web
390(1)
Marketing in Action Case: Real Choices at Apple Computer, Inc.
391(2)
Advertising and Public Relations
393(34)
Real People, Real Choices: Meet Jerry Epstein, a Decision Maker at the Zeno Group
393(1)
Advertising: The Image of Marketing
394(1)
It's An Ad Ad Ad Ad World
395(2)
Types of Advertising
395(1)
Who Creates Advertising?
396(1)
Developing the Advertising Campaign
397(11)
Step 1: Identify the Target Audiences
398(1)
Step 2: Establish Message and Budget Objectives
398(1)
Step 3: Design the Ads
399(2)
Step 4: Pretest What the Ads Will Say
401(1)
Step 5: Choose the Media and Media Schedule
401(7)
Step 6: Evaluate the Advertising
408(1)
Public Relations
408(7)
Objectives of Public Relations
410(1)
Planning a Public Relations Campaign
411(1)
Public Relations Activities
411(4)
Real People, Other Voices: Advice for the Zeno Group
415(1)
Direct Marketing
415(3)
Mail Order
415(1)
Telemarketing
416(1)
Direct-Response Advertising
417(1)
M-Commerce
418(3)
Real People, Real Choices: How It Worked Out at the Zeno Group
419(2)
Chapter Summary
421(1)
Key Terms
422(1)
Chapter Review
422(2)
Real People, Real Surfers: Exploring the Web
423(1)
Marketing in Action Case: Real Choices at Premier Retail Networks
424(3)
Sales Promotion, Personal Selling, and Sales Management
427(27)
Real People, Real Choices: Meet Esther Ferre, a Decision Maker at IBM
427(1)
Advertising is not the Only Game in Town!
428(1)
Sales Promotion
429(6)
Sales Promotion Directed Toward the Trade
429(2)
Sales Promotion Directed Toward Consumers
431(4)
Personal Selling
435(9)
The Role of Personal Selling
436(2)
Technology and Personal Selling
438(1)
Types of Sales Jobs
438(1)
Approaches to Personal Selling
439(1)
The Selling Process
439(5)
Sales Management
444(6)
Setting Sales Force Objectives
444(1)
Creating a Sales Force Strategy
444(1)
Recruiting, Training, and Rewarding the Sales Force
445(1)
Real People, Other Voices: Advice for IBM
446(1)
Evaluating the Sales Force
447(1)
Real People Across the Hall: Advice for IBM
448(1)
Real People, Real Choices: How It Worked Out at IBM
449(1)
Chapter Summary
450(1)
Key Terms
450(1)
Chapter Review
451(1)
Real People, Real Surfers: Exploring the Web
452(1)
Marketing in Action Case: Real Choices at Amazon.com
452(2)
PART V DELIVERING THE VALUE PROPOSITION
454(73)
Creating Value Through Supply Chain Management: Channels of Distribution, Logistics, and Wholesaling
455(36)
Real People, Real Choices: Meet Mackey McDonald, a Decision Maker at VF Corporation
455(1)
Place: The Final Frontier
456(1)
The Value Chain
457(1)
Links in the Supply Chain
458(2)
The Importance of Distribution: You Can't Sell What Isn't There!
460(3)
Functions of Distribution Channels
460(2)
The Internet in the Distribution Channel
462(1)
The Composition of Channels: Types of Wholesaling Intermediaries
463(5)
Real People, Other Voices: Advice for VF Corporation
464(1)
Independent Intermediaries
464(3)
Manufacturer-Owned Intermediaries
467(1)
Types of Distribution Channels
468(4)
Consumer Channels
468(2)
Business-to-Business Channels
470(1)
Distribution Channels for Services
471(1)
Dual Distribution Systems
471(1)
Hybrid Marketing Systems
471(1)
Planning a Channel Strategy
472(8)
Step 1: Develop Distribution Objectives
473(1)
Step 2: Evaluate Internal and External Environmental Influences
473(1)
Step 3: Choose a Distribution Strategy
474(3)
Step 4: Develop Distribution Tactics
477(3)
Distribution Channels and the Marketing Mix
480(1)
Logistics: Implementing the Supply Chain
480(5)
The Lowdown on Logistics
480(1)
Logistics Functions
481(3)
Real People, Real Choices: How It Worked Out at VF Corporation
484(1)
Chapter Summary
485(1)
Key Terms
486(1)
Chapter Review
486(2)
Real People, Real Surfers: Exploring the Web
487(1)
Marketing in Action Case: Real Choices at Ben & Jerry's
488(3)
Retailing: Bricks and Clicks
491(36)
Real People, Real Choices: Meet Subha Ramesh, a Decision Maker at LimitedBrands
491(1)
Retailing: Special Delivery
492(1)
Retailing: A Mixed (Shopping) Bag
492(6)
The Evolution of Retailing
493(2)
The Evolution Continues: What's ``In Store'' for the Future?
495(3)
From Mom-and-Pop to Super Wal-Mart: Classifying Retail Stores
498(5)
Classifying Retailers by What They Sell
498(1)
Classifying Retailers by Level of Service
498(1)
Classifying Retailers by Merchandise Selection
499(4)
Nonstore Retailing
503(10)
Direct Selling
503(1)
Automatic Vending
504(1)
B2C E-Commerce
505(2)
Benefits of B2C E-Commerce
507(2)
Limitations of B2C E-Commerce
509(2)
Real People, Other Voices: Advice for LimitedBrands
511(1)
Real People Across the Hall: Advice for LimitedBrands
512(1)
B2C's Effect on the Future of Retailing
513(1)
Developing a Store Positioning Strategy: Retailing as Theater
513(8)
Store Image
514(3)
Building the Theater: Store Location
517(3)
Real People, Real Choices: How It Worked Out at LimitedBrands
520(1)
Chapter Summary
521(1)
Key Terms
522(1)
Chapter Review
522(2)
Real People, Real Surfers: Exploring the Web
524(1)
Marketing in Action Case: Real Choices at IKEA
524(3)
Appendix A Under Armour in Action: Implementing a Marketing Plan527(4)
Appendix B Sample Marketing Plan: The S&S Smoothie Company531(10)
Appendix C Marketing Math541(10)
Notes551(12)
Glossary563(13)
Credits576(3)
Index579

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