Table of Contents
Part One: The Changing Role Of Marketing
- The Marketing Concept
- The Market Orientation Concept
- The Impact of Globalization
- Emerging Values and Issues
Part Two: Understanding Customer Behaviour
- Customers' Needs Analysis
- The Customer Purchase Behaviour
- Measuring Customers' Response
Part Three: Implementing Strategic Marketing
- Needs Analysis Through Market Segmentation
- Market Attractiveness Analysis
- Company Competitiveness Analysis
- Market Targeting and Positioning Decisions
- Formulating a Marketing Strategy
Part Four: Implementing Operational Marketing
- New Product Decisions
- Brand Management
- Distribution Channel Decisions
- The Battle of the Brands in B2C Markets
- Pricing Decisions
- Marketing Communication Decisions
- Advertising Offline and Online Decisions
Part Five: Implementation Of Market-Driven Management
- Measuring Marketing Performance
- The Strategic and Operational Marketing Plan