I. DEFINING MARKETING AND THE MARKETING PROCESS. 1. Marketing: Managing Profitable Customer Relationships. 2. Company and Marketing Strategy: Partnering to Build Customer Relationships. 3. Social Responsibility and Marketing Ethics. II. UNDERSTANDING THE MARKETPLACE AND CONSUMERS 4. The Marketing Environment. 5. Managing Marketing Information. 6. Consumer Markets and Consumer Buyer Behaviour. 7. Business Markets and Business Buyer Behaviour. III. DESIGNING A CUSTOMER-DRIVEN STRATEGY AND MARKETING MIX. 8. Segmentation, Targeting, and Positioning: Building the Right Relationships with the Right Customers. 9. Product, Services, and Branding Strategies. 10. New Product Development and Life-Cycle Strategies. 11. Pricing Strategies. 12. Distribution Channels and Logistics Management. 13. Retailing and Wholesaling. 14. Integrated Marketing Communication Strategy. 15. Advertising, Sales Promotion, and Public Relations. 16. Personal Selling and Direct Marketing. IV. MANAGING MARKETING TODAY. 17
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