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Marketing: Real People, Real Choices
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Table of Contents

Preface
PART 1 MAKING MARKETING VALUE DECISIONS
CHAPTER 1 WELCOME TO THE WORLD OF MARKETING: Createand Deliver Value
CHAPTER 2 STRATEGIC MARKET PLANNING: Capture the Big Picture
CHAPTER 3 THRIVING IN THE MARKETING ENVIRONMENT: The World Is Flat
PART 2 UNDERSTAND CONSUMERS' VALUE NEEDS
CHAPTER 4 MARKETING RESEARCH: Gather, Analyze, and Use Information
CHAPTER 5 CONSUMER BEHAVIOR: How and Why We Buy
CHAPTER 6 BUSINESS-TO-BUSINESS MARKETS: How and Why Organizations Buy
CHAPTER 7 SHARPENING THE FOCUS: Target Marketing Strategies and Cus-tomer Relationship Management
PART 3 CREATE THE VALUE PROPOSITION
CHAPTER 8 CREATE THE PRODUCT
CHAPTER 9 MANAGE THE PRODUCT
CHAPTER 10 SERVICES AND OTHER INTANGIBLES: Marketing the Product That Isn't There
CHAPTER 11 PRICING THE PRODUCT
PART 4 COMMUNICATE THE VALUE PROPOSITION
CHAPTER 12 CATCH THE BUZZ: Promotional Strategy and Integrated Marketing Communication
CHAPTER 13 ADVERTISING, SALES PROMOTION, AND PUBLIC RELATIONS
CHAPTER 14 PERSONAL SELLING, SALES MANAGEMENT, AND DIRECT MARKETING
PART 5 DELIVER THE VALUE PROPOSITION
CHAPTER 15 DELIVER VALUE THROUGH SUPPLY CHAIN MANAGE-MENT: Channels of Distribution and Logistics
CHAPTER 16 RETAILING: Bricks and Clicks
Appendix A SAMPLE MARKETING PLAN: The S&S Smoothie Company
Appendix B MARKETING MATH
Notes
Glossary
Photo Credits
Index

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