Prologue

Levi Strauss & Co.

Part One

Marketing in a Dynamic Environment



Chapter 1   An Overview of Contemporary Marketing

Chapter 2  Key Marketing Perspectives

Chapter 3   The Global Marketing Environment

Chapter 4   Marketing's Strategic Role in the Organization

PART 2

Buying Behavior

Chapter 5   Consumer Buying Behavior and Decision Making

Chapter 6   Business-to-Business Markets and Buying Behavior

PART 3

Marketing Research and Market Segmentation

Chapter 7   Marketing Research and Decision Support Systems

Chapter 8   Market Segmentation and Targeting

PART 4

Product and Service Concepts and Strategies

Chapter 9   Product and Service Concepts

Chapter 10   Developing New Products and Services

Chapter 11   Product and Service Strategies

PART 5

Pricing Concepts and Strategies

Chapter 12   Pricing Concepts

Chapter 13   Price Determination and Pricing Strategies

Part 6

Marketing Channels and Logistics

Chapter 14   Marketing Channels

Chapter 15   Retailing

Chapter 16   Wholesaling and Logistics Management

Chapter 17   An Overview of Marketing Communications

Chapter 18   Advertising and Public Relations

Chapter 19   Consumer and Trade Sales Promotion

Chapter 20   Personal Selling and Sales Management

Chapter 21   Direct Marketing Communications

Appendix A
Applications of Mathematical and Financial Tools to Marketing Decisions

Appendix B
A Product Marketing Plan

Glossary
Notes
Credits
Name Index
Company and Brand Index
Subject Index