The Art and Science of Marketing: Marketing for Marketing Managers

摘要: 1. The Nature of Marketing Management PART 1: FOUNDATIONS 2. Organization 3. Industry & Markets 4. Buyer Behavior 5. Market Opportunities 2: STRATEGY 6. Segmentation Targeting 7. Positioning Branding 3: PROGRAMS 8. Attaining Customers 9. Capturing Customer Value 10. Retaining Customers: Service Quality 11. CRM 4: ADMINISTRATION 12. Planning Control 13. Working with Suppliers Epilogue: Learning