Includes bibliographical references and index.

Contents
Preface
Pt. 1 Marketing Foundation
Ch. 1 The Nature of Marketing Management
Ch. 2 Market Analysis
Ch. 3 Data Warehousing
Ch. 4 Building a Customer-Oriented Marketing Department
Pt. 2 Managing Customer Acquisition
Ch. 5 Customer Acquisition Strategies and Tactics
Ch. 6 Pricing
Ch. 7 Advertising, Alternative and Direct Marketing
Ch. 8 Sales Promotions
Ch. 9 Personal Selling
Pt. 3 Managing Customer Interactions
Ch. 10 Internal Communications
Ch. 11 External Communications
Ch. 12 Distribution and Supply Chain Management
Ch. 13 Web Site and Internet Management
Pt. 4 Managing Customer Retention
Ch. 14 Customer Retention and Recovery
Ch. 15 Marketing Control
Appendix A Analyzing a Case
Appendix B Comprehensive Cases
Notes
Glossary
Credits
Name/Organization Index
Subject Index

This concise new text covers all the traditional topics of the course, and also contemporary subjects such as data warehousing, Web site management, and CRM - all areas of work that students will encounter in their future marketing careers. Unique to this text is its customer orientation, reflected in its content, but also in the way that the authors organize the material through the sequence of customer acquisition, interactions, and retention. Each chapter includes topical mini-cases such as the launch of the iPhone, e-Harmony.com, and Southwest Airlines. In addition, there are eight full cases in the back of the book, together with a helpful student guide to analyzing a case.

In English text.