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Copyright, iv
About the Author, vii
About the Author, viii
Preface, xxix
Acknowledgments, xxxvii
Part 1. Understanding Marketing Management, 2
Chapter 1. Defining Marketing for the 21st Century, 3
The Importance of Marketing, 4
The Scope of Marketing, 5
What Is Marketing?, 5
Marketing Memo: Marketers’ Frequently Asked Questions, 6
Exchange and Transactions, 6
What Is Marketed?, 8
Who Markets?, 10
Marketing Insight: New Consumer Capabilities, 11
How Business and Marketing Are Changing, 13
Marketing Memo: The Ten Rules of Radical Marketing, 13
Company Orientations Toward the Marketplace, 15
The Production Concept, 15
The Product Concept, 15
The Selling Concept, 15
The Marketing Concept, 16
The Holistic Marketing Concept, 16
Marketing Insight: The Internet Advantage, 17
Fundamental Marketing Concepts, Trends, and Tasks, 24
Core Concepts, 24
Shifts in Marketing Management, 27
Marketing Management Tasks, 29
Summary, 31
Applications, 31
Notes, 32
Chapter 2. Developing Marketing Strategies and Plans, 34
Marketing and Customer Value, 36
The Value Delivery Process, 36
The Value Chain, 38
Core Competencies, 39
A Holistic Marketing Orientation and Customer Value, 40
The Central Role of Strategic Planning, 41
Marketing Insight: Views on Marketing from Chief Executive Officers, 42
Marketing Insight: Keys to Long-Term Market Leadership, 43
Corporate and Division Strategic Planning, 44
Defining the Corporate Mission, 44
Defining the Business, 45
Assessing Growth Opportunities, 47
Organization and Organizational Culture, 50
Business Unit Strategic Planning, 51
The Business Mission, 51
SWOT Analysis, 52
Goal Formulation, 54
Marketing Memo: Checklist for Performing Strengths/Weaknesses Analysis, 55
Strategic Formulation, 56
Program Formulation and Implementation, 58
Marketing Insight: Marketing’s Contribution to Shareholder Value, 58
Feedback and Control, 59
Product Planning: The Nature and Contents of a Marketing Plan, 60
Contents of the Marketing Plan, 60
Marketing Memo: Marketing Plan Criteria, 61
Summary, 67
Applications, 67
Notes, 68
Part 2. Capturing Marketing Insights, 70
Chapter 3. Gathering Information and Scanning the Environment, 71
Components of a Modern Marketing Information System, 72
Internal Records and Marketing Intelligence, 73
The Order-to-Payment Cycle, 73
Sales Information Systems, 73
Databases, Data Warehousing, and Data Mining, 74
The Marketing Intelligence System, 74
Marketing Insight: Putting Data to Work with Business Integration Software, 75
Analyzing the Macroenvironment, 77
Marketing Memo: Clicking on the Competition, 77
Needs and Trends, 77
Marketing Insight: Ten Megatrends Shaping the Consumer Landscape, 78
Identifying the Major Forces, 78
The Demographic Environment, 79
Worldwide Population Growth, 79
Population Age Mix, 80
Ethnic and Other Markets, 81
Educational Groups, 83
Household Patterns, 83
Geographical Shifts in Population, 84
Other Major Macroenvironments, 85
Economic Environment, 85
Social-Cultural Environment, 87
Natural Environment, 89
Marketing Insight: Green Marketing, 91
Technological Environment, 92
Political-Legal Environment, 93
Summary, 95
Applications, 96
Notes, 97
Chapter 4. Conducting Marketing Research and Forecasting Demand, 100
The Marketing Research System, 102
The Marketing Research Process, 103
Step 1: Define the Problem, the Decision Alternatives, and the Research Objectives, 104
Step 2: Develop the Research Plan, 104
Marketing Insight: Conducting Informative Focus Groups, 106
Marketing Memo: Questionnaire Dos and Don’ts, 107
Marketing Insight: Getting into Consumers’ Heads with Qualitative Research, 109
Step 3: Collect the Information, 112
Marketing Memo: Pros and Cons of Online Research, 113
Marketing Insight: Global Online Market Research Challenges, 114
Step 4: Analyze the Information, 114
Step 5: Present the Findings, 114
Step 6: Make the Decision, 115
Overcoming Barriers to the Use of Marketing Research, 116
Measuring Marketing Productivity, 116
Marketing Metrics, 117
Marketing Insight: Seeing the Big Picture and Getting to the Bottom Line in Marketing, 117
Measuring Marketing Plan Performance, 119
Profitability Analysis, 122
Marketing-Mix Modeling, 125
Forecasting and Demand Measurement, 125
The Measures of Market Demand, 126
A Vocabulary for Demand Measurement, 127
Estimating Current Demand, 130
Estimating Future Demand, 132
Summary, 134
Applications, 135
Notes, 136
Part 3. Connecting with Customers, 138
Chapter 5. Creating Customer Value, Satisfaction, and Loyalty, 139
Building Customer Value, Satisfaction, and Loyalty, 140
Customer Perceived Value, 141
Total Customer Satisfaction, 144
Measuring Satisfaction, 145
Product and Service Quality, 146
Total Quality Management, 147
Maximizing Customer Lifetime Value, 148
Customer Profitability, 149
Measuring Customer Lifetime Value, 150
Customer Equity, 151
Cultivating Customer Relationships, 152
Customer Relationship Management (CRM), 152
Marketing Insight: Progress and Priorities in Customer Equity Management, 153
Attracting, Retaining, and Growing Customers, 154
Marketing Memo: How to Handle Customer Complaints, 156
Building Loyalty, 157
Reducing Customer Defection, 158
Forming Strong Customer Bonds, 159
Marketing Memo: Asking Questions when Customers Leave, 159
Marketing Memo: Forming Strong Customer Bonds, 160
Customer Databases and Database Marketing, 162
Customer Databases, 162
Data Warehouses and Datamining, 163
The Downside of Database Marketing and CRM, 165
Marketing Insight: Succeeding at CRM, 167
Summary, 167
Applications, 168
Notes, 169
Chapter 6. Analyzing Consumer Markets, 172
What Influences Consumer Behavior?, 174
Cultural Factors, 174
Marketing Insight: Consumer Trends for the Future, 176
Social Factors, 176
Marketing Insight: Marketing to Cultural Market Segments, 178
Personal Factors, 180
Marketing Memo: The Average American Consumer Quiz, 181
Key Psychological Processes, 184
Motivation: Freud, Maslow, Herzberg, 184
Perception, 185
Learning, 187
Memory, 187
The Buying Decision Process: The Five-Stage Model, 191
Problem Recognition, 191
Information Search, 191
Evaluation of Alternatives, 193
Marketing Memo: Applying Customer Value Analysis, 196
Purchase Decisions, 196
Postpurchase Behavior, 198
Other Theories of Consumer Decision Making, 199
Level of Consumer Involvement, 200
Decision Heuristics and Biases, 201
Marketing Memo: Decision Traps, 202
Mental Accounting, 202
Profiling the Customer Buying Decision Process, 203
Summary, 203
Applications, 203
Notes, 205
Chapter 7. Analyzing Business Markets, 208
What Is Organizational Buying?, 210
The Business Market Versus the Consumer Market, 210
Marketing Insight: Big Sales to Small Business, 210
Buying Situations, 212
Marketing Memo: Guidelines for Selling to Small Business, 212
Systems Buying and Selling, 213
Participants in the Business Buying Process, 214
The Buying Center, 214
Buying Center Influences, 215
Buying Center Targeting, 215
The Purchasing/Procurement Process, 217
Purchasing Orientations, 218
Types of Purchasing Processes, 218
Purchasing Organization and Administration, 219
Stages in the Buying Process, 219
Problem Recognition, 220
General Need Description and Product Specification, 221
Supplier Search, 222
E-Procurement, 222
Marketing Insight: The Business-to-Business (B2B) Cyberbuying Bazaar, 223
Proposal Solicitation, 225
Supplier Selection, 225
Marketing Memo: Methods of Assessing Customer Value, 226
Order-Routine Specification, 227
Performance Review, 227
Marketing Insight: Establishing Corporate Trust and Credibility, 228
Managing Business-to-Business Customer Relationships, 228
The Benefits of Vertical Coordination, 228
Business Relationships: Risks and Opportunism, 230
Institutional and Government Markets, 230
Marketing Memo: Selling Tech to the Government, 233
Summary, 234
Applications, 234
Notes, 235
Chapter 8. Identifying Market Segments and Targets, 238
Levels of Market Segmentation, 240
Segment Marketing, 240
Niche Marketing, 242
Local Marketing, 244
Marketing Insight: Experiential Marketing, 245
Customerization, 246
Segmenting Consumer Markets, 247
Geographic Segmentation, 247
Demographic Segmentation, 249
Psychographic Segmentation, 252
Marketing Insight: Marketing to Generation Y, 253
Marketing Memo: Cheat Sheet for 21-Year-Olds, 253
Behavioral Segmentation, 254
Bases for Segmenting Business Markets, 258
Marketing to Small Businesses, 258
Sequential Segmentation, 260
Market Targeting, 261
Effective Segmentation Criteria, 262
Evaluating and Selecting the Market Segments, 262
Additional Considerations, 264
Summary, 268
Applications, 268
Notes, 269
Part 4. Building Strong Brands, 272
Chapter 9. Creating Brand Equity, 273
What Is Brand Equity?, 274
The Role of Brands, 274
Marketing Memo: The Brand Report Card, 275
The Scope of Branding, 275
Defining Brand Equity, 276
Brand Equity as a Bridge, 278
Brand Equity Models, 278
Building Brand Equity, 281
Choosing Brand Elements, 281
Designing Holistic Marketing Activities, 284
Marketing Insight: Applying Permission Marketing, 285
Leveraging Secondary Associations, 287
Measuring Brand Equity, 288
Marketing Insight: The Brand Value Chain, 288
Brand Audits, 289
Brand Tracking, 290
Brand Valuation, 290
Managing Brand Equity, 291
Brand Reinforcement, 291
Marketing Insight: What Is a Brand Worth?, 292
Marketing Memo: Twenty-First-Century Branding, 294
Brand Revitalization, 294
Brand Crisis, 295
Devising a Branding Strategy, 296
Branding Decision: To Brand or Not to Brand?, 297
Brand Extensions, 297
Brand Portfolios, 301
Marketing Memo: Research Insights on Brand Extensions, 301
Summary, 303
Applications, 303
Notes, 304
Chapter 10. Crafting the Brand Positioning, 308
Developing and Communicating a Positioning Strategy, 310
Competitive Frame of Reference, 311
Marketing Insight: Value Disciplines Positioning, 311
Points-of-Parity and Points-of-Difference, 312
Establishing Category Membership, 314
Choosing POPs and PODs, 315
Creating POPs and PODs, 316
Marketing Memo: Writing a Positioning Statement, 316
Differentiation Strategies, 318
Marketing Memo: How to Derive Fresh Consumer Insights to Differentiate Products and Services, 318
Product Differentiation, 319
Personnel Differentiation, 319
Channel Differentiation, 320
Image Differentiation, 320
Product Life-Cycle Marketing Strategies, 321
Marketing Memo: Exceeding Customer Expectations, 322
Product Life Cycles, 322
Style, Fashion, and Fad Life Cycles, 323
Marketing Strategies: Introduction Stage and the Pioneer Advantage, 324
Marketing Strategies: Growth Stage, 325
Marketing Strategies: Maturity Stage, 326
Marketing Strategies: Decline Stage, 329
The Product Life-Cycle Concept: Critique, 331
Market Evolution, 331
Marketing Insight: Dynamics of Attribute Competition, 334
Summary, 335
Applications, 335
Notes, 337
Chapter 11. Dealing with Competition, 340
Competitive Forces, 342
Identifying Competitors, 343
Industry Concept of Competition, 344
Market Concept of Competition, 346
Analyzing Competitors, 347
Strategies, 347
Objectives, 347
Strengths and Weaknesses, 347
Selecting Competitors, 348
Competitive Strategies for Market Leaders, 349
Marketing Memo: Benchmarking to Improve Competitive Performance, 349
Expanding the Total Market, 350
Marketing Insight: When Your Competitor Delivers More for Less, 351
Defending Market Share, 352
Expanding Market Share, 355
Other Competitive Strategies, 355
Market-Challenger Strategies, 355
Market-Follower Strategies, 359
Marketing Memo: Making Smaller Better, 360
Market-Nicher Strategies, 362
Marketing Memo: Niche Specialist Roles, 364
Marketing Memo: Strategies for Entering Markets Held by Incumbent Firms, 364
Balancing Customer and Competitor Orientations, 365
Competitor-Centered Companies, 365
Customer-Centered Companies, 365
Summary, 366
Applications, 366
Notes, 367
Part 5. Shaping the Market Offerings, 370
Chapter 12. Setting Product Strategy, 371
Product Characteristics and Classifications, 372
Product Levels: The Customer Value Hierarchy, 372
Product Classifications, 373
Differentiation, 376
Product Differentiation, 376
Design: The Integrative Force, 377
Services Differentiation, 378
Marketing Insight: Design as a Powerful Marketing Tool, 379
Product and Brand Relationships, 380
The Product Hierarchy, 380
Product Systems and Mixes, 381
Product-Line Analysis, 382
Product-Line Length, 384
Marketing Insight: Rationalizing Brand Portfolios for Growth, 387
Product-Mix Pricing, 387
Co-Branding and Ingredient Branding, 390
Packaging, Labeling, Warranties, and Guarantees, 392
Marketing Memo: Making Ingredient Branding Work, 392
Packaging, 393
Labeling, 394
Warranties and Guarantees, 395
Summary, 396
Applications, 397
Notes, 398
Chapter 13. Designing and Managing Services, 400
The Nature of Services, 402
Service Industries Are Everywhere, 402
Categories of Service Mix, 403
Distinctive Characteristics of Services, 405
Marketing Strategies for Service Firms, 408
A Shifting Customer Relationship, 408
Marketing Memo: A Service Marketing Checklist, 409
Holistic Marketing for Services, 410
Marketing Insight: Voice Mail Hell, 410
Managing Service Quality, 412
Customer Expectations, 412
Best Practices of Service-Quality Management, 414
Marketing Insight: The Role of Expectations in Service- Quality Perceptions, 415
Marketing Memo: Assessing E-Service Quality, 416
Marketing Memo: Recommendations for Improving Service Quality, 417
Marketing Memo: Getting Self-Service Kiosks Off the Ground, 418
Managing Service Brands, 421
Differentiating Services, 422
Developing Brand Strategies for Services, 423
Managing Product Support Services, 424
Identifying and Satisfying Customer Needs, 425
Postsale Service Strategy, 425
Summary, 426
Applications, 426
Notes, 427
Chapter 14. Developing Pricing Strategies and Programs, 430
Understanding Pricing, 432
Marketing Insight: The Internet and Pricing Effects on Sellers and Buyers, 433
How Companies Price, 433
Consumer Psychology and Pricing, 434
Setting the Price, 436
Step 1: Selecting the Pricing Objective, 437
Marketing Memo: When to Use Price Cues, 437
Step 2: Determining Demand, 439
Step 3: Estimating Costs, 441
Marketing Memo: Three Myths about Pricing Strategy, 441
Step 4: Analyzing Competitors’ Costs, Prices, and Offers, 443
Step 5: Selecting a Pricing Method, 444
Step 6: Selecting the Final Price, 448
Marketing Insight: Stealth Price Increases, 449
Adapting the Price, 450
Geographical Pricing (Cash, Countertrade, Barter), 450
Price Discounts and Allowances, 451
Promotional Pricing, 452
Differentiated Pricing, 453
Initiating and Responding to Price Changes, 455
Initiating Price Cuts, 455
Initiating Price Increases, 455
Marketing Insight: Smart Pricing Takes Off, 456
Marketing Memo: Marketing Strategies to Avoid Raising Prices, 458
Reactions to Price Changes, 458
Responding to Competitors’ Price Changes, 460
Summary, 461
Applications, 461
Notes, 463
Part 6. Delivering Value, 466
Chapter 15. Designing and Managing Value Networks and Channels, 467
Marketing Channels and Value Networks, 468
The Importance of Channels, 468
Channel Development, 469
Marketing Memo: Multichannel Shopping Checklist, 470
Value Networks, 470
The Role of Marketing Channels, 472
Channel Functions and Flows, 472
Channel Levels, 474
Marketing Insight: M-Commerce Opens Up New Opportunities for Marketers, 475
Service Sector Channels, 476
Channel-Design Decisions, 476
Analyzing Customers’ Desired Service Output Levels, 476
Establishing Objectives and Constraints, 477
Identifying Major Channel Alternatives, 477
Marketing Insight: How Carmax is Transforming the Auto Business, 479
Evaluating the Major Alternatives, 481
Channel-Management Decisions, 483
Selecting Channel Members, 483
Training Channel Members, 483
Motivating Channel Members, 483
Evaluating Channel Members, 485
Modifying Channel Arrangements, 485
Channel Integration and Systems, 486
Vertical Marketing Systems, 486
Marketing Memo: Designing a Customer-Driven Distribution System, 487
Horizontal Marketing Systems, 488
Multichannel Marketing Systems, 489
Conflict, Cooperation, and Competition, 491
Types of Conflict and Competition, 491
Causes of Channel Conflict, 491
Managing Channel Conflict, 492
Legal and Ethical Issues in Channel Relations, 493
E-Commerce Marketing Practices, 493
Pure-Click Companies, 494
Marketing Insight: Burst of the Dot-Com Bubble, 495
Brick-and-Click Companies, 495
Summary, 497
Applications, 498
Notes, 499
Chapter 16. Managing Retailing, Wholesaling, and Logistics, 502
Retailing, 504
Types of Retailers, 504
New Models for Success, 506
Marketing Insight: Franchise Fever, 508
Marketing Memo: Helping Stores to Sell, 509
Marketing Decisions, 509
Marketing Insight: Making Labels Smarter, 513
Marketing Memo: What Women Want from Customer Service, 514
Trends in Retailing, 517
Private Labels, 518
House Brands, 518
The Private Label Threat, 519
Wholesaling, 520
The Growth and Types of Wholesaling, 521
Wholesaler Marketing Decisions, 521
Trends in Wholesaling, 522
Market Logistics, 523
Marketing Memo: Strategies for High-Performance Wholesaler-Distributors, 524
Integrated Logistics Systems, 524
Market-Logistics Objectives, 525
Market-Logistics Decisions, 526
Organizational Lessons, 529
Summary, 530
Applications, 530
Notes, 532
Part 7. Communicating Value, 534
Chapter 17. Designing and Managing Integrated Marketing Communications, 535
The Role of Marketing Communications, 536
Marketing Communications and Brand Equity, 536
The Communications Process Models, 539
Developing Effective Communications, 541
Identify the Target Audience, 541
Determine the Communications Objectives, 542
Design the Communications, 544
Marketing Insight: Celebrity Endorsements as a Strategy, 547
Select the Communications Channels, 548
Marketing Insight: Buzz Marketing, 549
Establish the Total Marketing Communications Budget, 552
Marketing Insight: Hitting the Bull’s Eye in a Post- Mass-Market World, 553
Deciding on the Marketing Communications Mix, 554
Characteristics of the Marketing Communications Mix, 555
Factors in Setting the Marketing Communications Mix, 556
Measuring Communication Results, 557
Managing the Integrated Marketing Communications Process, 558
Coordinating Media, 558
Implementing IMC, 560
Marketing Insight: Coordinating Media to Build Brand Equity, 560
Marketing Memo: How Integrated Is Your IMC Program?, 562
Summary, 562
Applications, 563
Notes, 564
Chapter 18. Managing Mass Communications: Advertising, Sales Promotions, Events, and Public Relations, 566
Developing and Managing an Advertising Program, 568
Setting the Objectives, 568
Deciding on the Advertising Budget, 569
Developing the Advertising Campaign, 570
Marketing Memo: Print AD Evaluation Criteria, 573
Deciding on Media and Measuring Effectiveness, 574
Deciding on Reach, Frequency, and Impact, 574
Choosing Among Major Media Types, 575
Alternative Advertising Options, 576
Selecting Specific Vehicles, 579
Marketing Insight: Playing Games with Brands, 581
Deciding on Media Timing and Allocation, 581
Evaluating Advertising Effectiveness, 583
Marketing Memo: How to Sell in Hard Times, 584
Marketing Insight: Understanding the Effects of Advertising and Promotion, 585
Sales Promotion, 585
Objectives, 585
Advertising versus Promotion, 586
Major Decisions, 587
Events and Experiences, 591
Events Objectives, 591
Major Decisions, 592
Public Relations, 593
Marketing Public Relations, 594
Major Decisions in Marketing PR, 595
Summary, 596
Applications, 597
Notes, 598
Chapter 19. Managing Personal Communications: Direct Marketing and Personal Selling, 602
Direct Marketing, 604
The Benefits of Direct Marketing, 604
Direct Mail, 606
Marketing Memo: The Public and Ethical Issues in Direct Marketing, 606
Marketing Memo: When Your Customer Is a Committee, 608
Catalog Marketing, 609
Telemarketing, 611
Other Media for Direct-Response Marketing, 611
Interactive Marketing, 612
The Benefits of Interactive Marketing, 613
Designing an Attractive Web Site, 613
Marketing Memo: Just Your Type, 614
Placing Ads and Promotion Online, 614
E-Marketing Guidelines, 615
Designing the Sales Force, 616
Sales Force Objectives and Strategy, 617
Sales Force Structure, 618
Sales Force Size, 618
Marketing Insight: Major Account Management, 619
Sales Force Compensation, 619
Managing the Sales Force, 620
Recruiting and Selecting Representatives, 620
Training and Supervising Sales Representatives, 620
Sales Rep Productivity, 621
Motivating Sales Representatives, 623
Evaluating Sales Representatives, 624
Principles of Personal Selling, 625
The Six Steps, 626
Marketing Insight: Principles of Customer-Oriented Selling, 627
Negotiation, 627
Relationship Marketing, 628
Summary, 628
Applications, 629
Notes, 630
Part 8. Creating Successful Long-Term Growth, 632
Chapter 20. Introducing New Market Offerings, 633
Challenges in New-Product Development, 634
Marketing Insight: Iridium Disconnects with Global Customers, 637
Organizational Arrangements, 637
Marketing Memo: Lessons for New-Product Success, 638
Budgeting for New-Product Development, 638
Organizing New-Product Development, 639
Managing the Development Process: Ideas, 640
Idea Generation, 640
Marketing Memo: Ten Ways to Great New-Product Ideas, 642
Idea Screening, 643
Marketing Insight: Developing Successful High-Tech Products, 644
Managing the Development Process: Concept to Strategy, 645
Concept Development and Testing, 645
Marketing Strategy, 648
Business Analysis, 649
Managing the Development Process: Development to Commercialization, 651
Product Development, 651
Market Testing, 653
Commercialization, 655
The Consumer-Adoption Process, 658
Stages in the Adoption Process, 659
Factors Influencing the Adoption Process, 659
Summary, 661
Applications, 661
Notes, 663
Chapter 21. Tapping into Global Markets, 666
Competing on a Global Basis, 668
Deciding Whether to Go Abroad, 669
Deciding Which Markets to Enter, 670
How Many Markets to Enter, 670
Developed versus Developing Markets, 671
Regional Free Trade Zones, 673
Evaluating Potential Markets, 673
Deciding How to Enter the Market, 674
Indirect and Direct Export, 674
Using a Global Web Strategy, 675
Licensing, 676
Joint Ventures, 676
Direct Investment, 677
Deciding on the Marketing Program, 677
Product, 678
Marketing Insight: Global Standardization or Adaptation?, 679
Marketing Memo: The Ten Commandments of Global Branding, 680
Marketing Insight: Establishing Global Service Brands, 681
Communications, 682
Price, 684
Distribution Channels, 685
Country-of-Origin Effects, 686
Building Country Images, 686
Consumer Perceptions of Country of Origin, 686
Marketing Insight: The Ups and Downs of Brand America, 688
Deciding on the Marketing Organization, 688
Export Department, 689
International Division, 689
Global Organization, 689
Summary, 690
Applications, 690
Notes, 691
Chapter 22. Managing a Holistic Marketing Organization, 694
Trends in Marketing Practices, 696
Internal Marketing, 697
Organizing the Marketing Department, 697
Marketing Memo: Characteristics of Company Departments That Are Truly Customer-Driven, 698
Relations with Other Departments, 703
Building a Creative Marketing Organization, 704
Marketing Insight: The Marketing CEO, 705
Socially Responsible Marketing, 706
Marketing Insight: Fueling Strategic Innovation, 706
Corporate Social Responsibility, 707
Socially Responsible Business Models, 709
Cause-Related Marketing, 709
Social Marketing, 712
Marketing Memo: Making a Difference, 713
Marketing Implementation, 715
Evaluation and Control, 716
Efficiency Control, 717
Strategic Control, 719
Marketing Memo: Marketing Effectiveness Review Instrument, 720
The Future of Marketing, 721
Marketing Memo: Major Marketing Weaknesses, 725
Summary, 726
Applications, 726
Notes, 727
Appendix, A1
Glossary, G1
Image Credits, C1
Name Index, I1
Company, Brand, and Organization Index, I4
Subject Index, I12

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