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Section I Essentials of Marketing Management
Part A Introduction
Chapter One Strategic Planning and the Marketing Management Process
Part B Marketing Information, Research, and Understanding the Target Market
Chapter Two Marketing Research: Process and Systems for Decision Making
Chapter Three Consumer Behavior
Chapter Four Business, Government, and Institutional Buying
Chapter Five Market Segmentation
Part C The Marketing Mix
Chapter Six Product Strategy
Chapter Seven New Product Planning and Development
Chapter Eight Integrated Marketing Communications: Advertising, Sales Promotion, Public Relations, and Direct Marketing
Chapter Nine Personal Selling, Relationship Building, and Sales Management
Chapter Ten Distribution Strategy
Chapter Eleven Pricing Strategy
Part D Marketing in Special Fields
Chapter Twelve The Marketing of Services
Chapter Thirteen Global Marketing
Section II Analyzing Marketing Problems and Cases
Section III Financial Analysis for Marketing Decisions
Section IV Internet Exercises and Sources of Marketing Information
Part A Internet Exercises
Part B Annotated Bibliography of Major Online Databases Used in Marketing
Section V Marketing Management Cases
Case Group A Market Opportunity Analysis
Case Group B Product Strategy
Case Group C Promotion Strategy
Case Group D Distribution Strategy
Case Group E Pricing Strategy
Case Group F Social and Ethical Issues in Marketing Management
Section VI Strategic Marketing Cases
Section VII Developing Marketing Plans
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