Marketing : Connecting with Customers

This book communicates precisely what today's outstanding marketers do--CONNECT...through technology, through relationships, and with diversity--globally and ethically. It provides a contemporary, exciting treatment of marketing that integrates the authors' years of teaching, research, and consulting experience with a bias for action and application to real world issues and forces. Marketing: Connecting with Customers. Customer Satisfaction and Loyalty: Building Value with Quality. The Global Marketing Environment and E-Commerce. The Strategic Marketing Planning Process: Domestic and Global. Marketing Information and Research. Market Segmentation, Targeting, and Positioning. Connecting with Customers: Understanding Consumer Behavior. Business-To-Business Marketing. Product Decisions and Strategies. Product Planning, Development, and Management. Services and Nonprofit Marketing. Marketing Channels, Wholesaling, and Physical Distribution. Retailing and Direct Marketing. Integrated Marketing Communications. Mass Communications: Advertising, Sales Promotion, and Public Relations. Personal Selling and Sales Force Management. Pricing Approaches. Pricing Strategy. For marketing professionals.