Marketing: Connecting with Customers
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Designed for the Principles of Marketing course, this book communicates precisely what todayUs outstanding marketers do—CONNECT. It examines five supporting themes that will shape the field of marketing well into the 21st century: Connecting through technology, Connecting through relationships, Connecting with diversity, Connecting
About the AuthorsPrefaceCh. 1Marketing: Connecting with Customers2Ch. 2Customer Satisfaction and Loyalty: Building Value with Quality36Ch. 3The Marketing Environment and Its Global Dimensions62Ch. 4The Strategic Marketing Planning Process: Domestic and Global92Ch. 5Marketing Information and Research126Ch. 6Market Segmentation, Targeting, and Positioning154Ch. 7Connecting with Customers: Understanding Consumer Behavior186Ch. 8Business-to-Business Marketing216Ch. 9Product Decisions and Strategies246Ch. 10Product Planning, Development, and Management276Ch. 11Services and Nonprofit Marketing308Ch. 12Marketing Channels, Wholesaling, and Physical Distribution342Ch. 13Retailing and Direct Marketing374Ch. 14Integrated Marketing Communications400Ch. 15Mass Communications: Advertising, Sales Promotion, and Public Relations428Ch. 16Personal Selling and Sales Force Management462Ch. 17Pricing Approaches498Ch. 18Pricing Strategy528Photo CreditsIndex
