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This volume reflects the dynamic environment inhabited by today's marketers, helping readers understand the marketplace and the impact of technology on making strategic marketing decisions. Its modern, integrated presentation and strategy-based approach covers critical, fundamental topics required to succeed in professional work. Subjects include marketing philosophy and strategy such as market research, customer behavior and market structure, and marketing decision-making and analysis, including product decisions, advertising strategy, pricing and customer relationship management. For marketing professionals, product and brand managers.
Table of Contents
Marketing and the job of the marketing manager
A strategic marketing framework
Analyzing consumer behavior
Organizational buying behavior
Market structure and competitor analysis
New product development
Communications and advertising strategy
Channels of distribution
Direct channels of distribution : personal selling and direct marketing
Customer relationship management
Special topic : strategies for service markets
Table of Contents provided by Blackwell. All Rights Reserved.