The Portable MBA in Marketing, 2nd Edition

REDISCOVERING THE MARKETING CONCEPT.

The Essence of Marketing: The Customer First, Last, and Always.

Marketing and Strategy: Using Tested Concepts and New Ideas for Marketing Strategy.

The International Challenge: Planting Your Flag Abroad-and Helping It Take Root.

ACHIEVING MARKETING INSIGHT.

Marketing Research and Information: The Search for Customer Insight.

Profiling Markets and Forecasting Sales: The Art and Science Behind the Numbers.

Understanding Buyer Behavior: Customers on the Couch.

Segmentation, Targeting, Positioning: From Mass Marketing to One-to-One with the Customer.

APPLYING MARKETING TECHNIQUES.

Product Development: The Business of Innovation.

Product Management: Birth, Death, and Sometimes Resurrection.

The Nature of Pricing: Making Money and Capturing the Customer.

The Distribution Function: Innovative Guidelines for Profitability.

Promotiom: The Many Faces of Marketing.

Notes.

Glossary.

Resources.

Index.