Wiley Pathways Marketing

Part I Business Marketing

1. Making Marketing Happen 1

2. The Marketing Plan 19

Part II Analyzing Marketing Opportunities

3. Knowing Consumers 47

4. Segmenting and Targeting Markets 71

5. Marketing Research 95

Part III Product and Distribution

6. Developing and Managing Products 118

7. Marketing Channel Management 145

8. Retailing 171

9. Pricing 195

Part IV Advertising and Promotion

10. Marketing Communications and Personal Selling 221

11. Advertising 248

12. Publicity, Public Relations, and Sales Promotions 276

13. Internet Marketing 296

Glossary 321

Index 335