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Marketing Management

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Table of Contents

Part I: Marketing Philosophy and Strategy Chapter 1: Marketing and the Job of the Marketing Manager Chapter 2: A Strategic Marketing Framework Part II: Analysis for Marketing Decisions Chapter 3: Marketing Research Chapter 4: Analyzing Consumer Behavior Chapter 5: Organizational Buying Behavior Chapter 6: Market Structure and Competitor Analysis Part III: Marketing Decision Making Chapter 7: Product Decisions Chapter 8: New Product Development Chapter 9: Pricing Chapter 10: Communications Chapter 11: Sales Promotion Chapter 12: Channels of Distribution Chapter 13: Direct Channels of Distribution: Personal Selling and Direct Marketing Chapter 14: Customer Relationship Management Chapter 15: Strategies for Service Markets

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