MM (with Marketing CourseMate with eBook Printed Access Card)
PART I: MARKETING STRATEGY. 1. Why is Marketing Management Important? 2. Segmentation. 3. Targeting. 4. Positioning. PART II: PRODUCT POSITIONING. 5. Goods and Services. 6. Brands. 7. "New and Improved": How Companies Introduce New Products, and Brand and Line Extensions. PART III: POSITIONING VIA PRICE, PLACE, PROMOTION. 8. Pricing. 9. Channels of Distribution and Business Marketing Networks and Logistics. 10. Advertising Messages and Marketing Communications. 11. Advertising Media and Integrated Marketing Communications. PART IV: POSITIONING: ASSESSMENT THROUGH THE CUSTOMER LENS. 12. Customer Satisfaction and Customer Relationships. 13. Marketing Research Tools. PART V: CAPSTONE. 14. Marketing Strategy. 15. Marketing Plans.