目录 Section I Essentials of Marketing Management Part A Introduction Chapter 1 Strategic Planning and the Marketing Management Process Part B Marketing Information, Research, and Understanding the Target Market Chapter 2 Marketing Research: Process and Systems for Decision Making Chapter 3 Consumer Behavior Chapter 4 Business, Government and Institutional Buying Chapter 5 Market Segmentation Part C The Marketing Mix Chapter 6 Product and Brand Strategy Chapter 7 New Product Planning and Development Chapter 8 Integrated Marketing Communications Chapter 9 Personal Selling, Relationship Building, and Sales Management Chapter 10 Distribution Strategy Chapter 11 Pricing Strategy Part D Marketing in Spe Fields Chapter 12 The Marketing of Service Chapter 13 Global Marketing Section II Analyzing Marketing Problems and Cases Section III Finan Analysis for Marketing Decisions Section IV Developing Marketing Plans
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