Contents Advertising 1 Brands 8 Business-to-Business marketing 15 Change 16 Communication and Promotion 18 Companies 20 Competitive Advantage 22 Competitors 23 Consultants 25 Corporate Branding 26 Creativity 27 Customer Needs 30 Customer Orientation 32 Customer Relationship Management (CRM) 34 Customers 36 Customer Satisfaction 41 Database marketing 43 Design 46 Differentiation 49 Direct Mail 52 Distribution and Channels 53 Employees 57 Entrepreneurship 60 Experiential marketing 61 Financial marketing 62 Focusing and Niching 64 Forecasting and the Future 66 Goals and Objectives 68 Growth Strategies 70 Guarantees 74 Image and Emotional marketing 76 Implementation and Control 77 Information and Analytics 80 Innovation 83 Intangible Assets 86 International marketing 87 Internet and E-Business 91 Leadership 94 Loyalty 97 Management 99 marketing Assets and Resources 101 marketing Department Interfaces 102 marketing Ethics 106 marketing Mix 108 marketing Plans 112 marketing Research 115 marketing Roles and Skills 119 Markets 121 Media 123 Mission 124 New Product Development 126 Opportunity 128 Organization 130 Outsourcing 131 Performance Measurement 133 Positioning 135 Price 138 Products 140 Profits 142 Public Relations 145 Quality 147 Recession marketing 149 Relationship marketing 151 Retailers and Vendors 154 Sales Force 157 Sales Promotion 160 Segmentation 162 Selling 164 Service 167 Sponsorship 169 Strategy 171 Success and Failure 175 Suppliers 176 Target Markets 177 Technology 178 Telemarketing and Call Centers 179 Trends in marketing Thinking and Practice 181 Value 183 Word of Mouth 185 Zest 187
