Contents 1
SECTION I Essentials of Marketing Management 1
PART A Introduction 3
8 Briggs Stratton Corporation 5
Chapter 1 Strategic Planning and the Marketing Management Process 5
PART B Marketing, Information, Research, and Understanding the Targt Market 37
Chapter 2 Markting Decision Support systems and Marketing Research 39
Chapter 3 Consumer Behavior 53
Chapter 4 Organizational Buyer Behavior 71
Chapter 5 Market Segmentation 81
PART C The Marketing Mix 95
ChaPter 6 Product Strategy 97
Chapter 7 New Product Planning and Development 119
Chapter 8 Promotion Strategy:Advertising and Sales Promotion 135
Chapter 9 Promotion Strategy: Personal Selling 159
Chapter 10 Distribution Strategy 181
Chapter 11 Pricing Strategy 195
PART D Marketing in Special Fields 205
Chapter 12 The Marketing of Services 207
Chapter 13 Global Marketing 229
PART E Marketing Response to a Changing Society 251
Chapter 14 Marketing Management：Social and Ethical Dimensions 253
SECTION II Analyzing Marketing problems and Cases 263
SECTION Ⅲ Financial Analysis for Marketing Decisions 277
SECTION Ⅳ Marketing Management Cases 289
CASE GROUP A MARKETING OPPORTUNITY ANALYSIS 291
1 Campus Calendar 291
William R Wynd: Eastern Washington University 291
Henry C.K.Chan: University of West Florida 296
2 McDonald's Corporation 296
3 South DelaWare Coors, Inc. 305
James E.Nelson and Eric J. Karson: University of Colorado 305
4 Dell Computer Corporation 316
5 Claritas Inc; Using Compass and PRIZM 326
Valerie Walsh and J. Paul Peter;University of Wisconsin-Madison 326
6 The Quaker Oats Company,Gatorade and Snapple Beverage 341
Arthur A. Thompson,Jr．University of Alabama and John E. Gamble, Auburn University-Montgomery 341
Joseph Wolfe:University of Tulsa 360
GASE GROUP B PRODUCT STRATEGY 360
7 Valley BancSystem, Inc. 360
James E. Nelson:University of Colorabo 360
8 Salomon: The Monocoque Ski 368
Francis Bidault: International Management Development Institute 368