Azzzy Software Solution

BRIEF CONTENTS

Guided tour xx
Guided tour: student resources on the website xxii
Preface xxiv
Acknowledgements xxvii
About the authors xxxiii
Part one Marketing now 1
Chapter 1 Marketing now 3
Chapter 2 Strategic marketing 47
Part two The marketing setting 83
Chapter 3 The marketing environment 85
Chapter 4 Marketing in the Internet age 125
Chapter 5 Marketing and society: social
responsibility and marketing ethics 167
Chapter 6 The global marketplace 209
Part three Markets 251
Chapter 7 Consumer markets 253
Chapter 8 Business-to-business marketing 299
Chapter 9 Marketing research 335
Part four Core strategy 387
Chapter 10 Segmentation and positioning 389
Chapter 11 Relationship marketing 459
Chapter 12 Competitive strategy 491
Part five Product 535
Chapter 13 Product and branding strategy 537
Chapter 14 New-product development and
product life-cycle strategies 579
Chapter 15 Marketing services 621
Part six Price 659
Chapter 16 Pricing 661
Part seven Promotion 715
Chapter 17 Integrated marketing
communication strategy 717
Chapter 18 Advertising, sales promotion
and public relations 759
Chapter 19 Personal selling and direct
marketing 807
Part eight Place 853
Chapter 20 Managing marketing channels 855
Glossary 905
Subject index 925
Company index 947