What Is Marketing?

Introduction vii Part I Analyzing Marketing Opportunities 1. Marketing Strategy 3(46) Appendix to Chapter 1, Basic Marketing Mathematics 35(14) 2. Understanding Consumer Behavior 49(36) Part II Developing Marketing Strategies 3. Market Segmentation, Target Market Selection, and Positioning 85(12) 4. Product Policy 97(18) Appendix to Chapter 4, Brand Valuation 111(4) 5. Going to Market 115 6. Marketing Communications and Promotions 1 33(116) 7. Optimal Pricing 149(20) Part III Implementing Marketing Strategies 8. Personal Selling and Sales Management 169(16) 9. Managing Customers 185(14) Index 199