ISBN-10:
0130334944
ISBN-13:
9780130334947
Pub. Date:
08/28/2001
Publisher:
Prentice Hall Professional Technical Reference
Marketing: Connecting with Customers / Edition 2

Marketing: Connecting with Customers / Edition 2

by Gilbert Harrell

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Product Details

ISBN-13: 9780130334947
Publisher: Prentice Hall Professional Technical Reference
Publication date: 08/28/2001
Edition description: 2ND
Pages: 640

Table of Contents

1. Marketing: Connecting with Customers.
2. Customer Satisfaction and Loyalty: Building Value with Quality.
3. The Marketing Environment and Its Global Dimensions.
4. The Strategic Marketing Planning Process: Domestic and Global.
5. Marketing Information and Research.
6. Market Segmentation, Targeting, and Positioning.
7. Connecting with Customers: Understanding Consumer Behavior.
8. Business-To-Business Marketing.
9. Product Decisions and Strategies.
10. Product Planning, Development, and Management.
11. Services and Nonprofit Marketing.
12. Marketing Channels, Wholesaling, and Physical Distribution.
13. Retailing and Direct Marketing.
14. Integrated Marketing Communications.
15. Mass Communications: Advertising, Sales Promotion, and Public Relations.
16. Personal Selling and Sales Force Management.
17. Pricing Approaches.
18. Pricing Strategy.
Index.

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