David L，Kurtz，阿肯色州立大學(xué)教授，同時(shí)在山姆沃爾頓商學(xué)院（Sam M Walton College of Business）擁有大學(xué)教授的資格。
圖書目錄
Preface PART1 DESIGNING CUSTOMER-ORIENTED MARKETING STRATEGIES Chapter1 Marketing:Creating Satisfaction through Customer Relationships Chapter2 Strategic Planning and the Marketing Process Appendix Creating an Effective Marketing Plan Chapter3 The Marketing Environment,Ethics and Social Responsibility Chapter4 E-Commerce:Marketing in the Digital Age PART2 UNDERSTANDING BUYERS AND MARKETS Chapter5 Consumer Behavior Chapter6 Business-to-Business(B2B)Marketing Chapter7 Serving Global Markets PART3 TARGET MARKET SELECTION Chapter8 Marketing Research,Decision Support Systems and Sales Forecasting Chapter9 Market Segmentation Targeting and Positioning Chapter10 Relationship Marketing,Customer Relationship Managemaent(CRM) and One-to-One Marketing PART4 PRODUCT DECISIONS Chapter11 Product and Service Strategies Chapter12 Category and Brand Management,Product Identificationa and New-Product Development PART5 DISTRIBUTION DECISIONS Chapter13 Marketing Channels and Supply Chain Management Chapter14 Direct Marketing and Marketing Resellers:Retailers and Wholesalers PART6 PROMOTIONAL DECISIONS Chapter15 Integrated Marketing Communications Chapter16 Advertising and Public Relations Chapter17 Personal Selling and Slaes Promotion PART7 PRICING DECISIONS Chapter18 Pirce Concepts and Approaches Appendix A-1 Notes N-1 Glossary 6-1 Indexes 1-1
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