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Welcome
Table of Contents
PART I: INTRODUCTION
Chapter 1: The Concept of Marketing
Chapter 2: Marketing Services
Chapter 3: The Marketing Mix and the Product/Service Mix
Chapter 4: Relationship and Loyalty Marketing
Chapter 5: The Marketing Plan
PART II: STRATEGIC MARKETING AND THE MARKETPLACE
Chapter 6: Strategic Marketing
Chapter 7: Competition and the Marketing Environment
Chapter 8: Understanding Individual Customers
Chapter 9: Understanding Organizational Customers
Chapter 10: Understanding Tourism Markets
PART III: FUNCTIONAL STRATEGIES
Chapter 11: Advertising, merchandising, and public Relations
Chapter 12: Personal Selling and Sales Promotions
Chapter 13: Differentiation, Segmentation, and Target Marketing
Chapter 14: Market Positioning and Branding
Chapter 15: The Pricing Decision
Chapter 16: Channels of Distribution
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