目录 PART 1 Explaining Chapter 1 – The Meaning of Marketing Chapter 2 – The Market in Marketing Chapter 3 – Planning and Marketing in an Organization Chapter 4 – A Broader Perspective on Marketing PART 2 Creating Chapter 5 – Value for Customers Chapter 6 – A Perspective on Consumer Behavior Chapter 7 – Consumer Insight Chapter 8 – The Brand PART 3 Strategizing Chapter 9 – Segmenting, Targeting, and Positioning Chapter 10 – The Marketing Plan PART 4 Managing Chapter 11 – Product and Service Strategies Chapter 12 – Pricing Strategies Chapter 13 – Supply Chain and Distribution Strategies Chapter 14 – Consumer-Influence Strategies Chapter 15 – Personal Selling and Direct Marketing Strategies PART 5 Integrating Chapter 16 – The Media Mix Chapter 17 – The Marketing Mix Appendix Notes Glossary Index
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