Table of contents
PART I: DEFINING THE MARKET, TARGET AUDIENCES AND CUSTOMER VALUE
- Types of Marketing
- Consumer Behaviour
- Organizational Buying Behaviour
- Market Research
- Market Segmentation
- Competitive Analysis
PART II: CREATING THE VALUE PROPOSITION
- Marketing Planning
- Defining Marketing Objectives and Strategies
- Product Portfolio Strategy
- Strategic Brand Management
- Pricing Strategy
- Communications Strategy
- Key Account Strategy
PART III: DELIVERING VALUE
- Managing Marketing Relationships
- Customer Retention Strategy
- Sales Force Strategy
- Channel Strategy
- Distribution Strategy
- Customer Service Strategy
- Electronic Marketing
PART IV: MONITORING VALUE
- Marketing Information and Control
- Measuring Marketing Effectiveness
PART V: ENHANCING VALUE
- Organizational Structure and Culture
- Marketing Ethics