A Preface to Marketing Management15th Edition
SECTION I - ESSENTIALS OF MARKETING
Part A - Introduction
Chapter 1: Strategic Planning and the Marketing Management Process
Part B - Marketing Information, Research, and Understanding
Chapter 2: Marketing Research: Process and Systems for Decision Making
Chapter 3: Consumer Behavior
Chapter 4: Business, Government, and Institutional Buying
Chapter 5: Market Segmentation
Part C - The Marketing Mix
Chapter 6: Product and Brand Strategy
Chapter 7: New Product Planning and Development
Chapter 8: Integrated Marketing Communications
Chapter 9: Personal Selling, Relationship Building, and Sales Management
Chapter 10: Distribution Strategy
Chapter 11: Pricing Strategy
Part D - Marketing in Special Fields
Chapter 12: The Marketing of Services
Chapter 13: Global Marketing
SECTION II - ANALYZING MARKETING PROBLEMS AND CASES
SECTION III - FINANCIAL ANALYSIS FOR MARKETING DECISIONS
SECTION IV - DEVELOPING MARKETING PLANS
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