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Copyright, ii
About the Authors, v
Pearson One, xxviii
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
What Is Marketed?, 6
Who Markets?, 7
Marketing in Practice, 10
Core Marketing Concepts, 12
Needs, Wants, and Demands, 12
Target Markets, Positioning, and Segmentation, 13
Offerings and Brands, 13
Value and Satisfaction, 13
Marketing Channels, 14
Supply Chain, 14
Competition, 14
Marketing Environment, 14
The New Marketing Realities, 15
Major Societal Forces, 15
New Consumer Capabilities, 16
New Company Capabilities, 17
Company Orientation toward the Marketplace, 18
The Production Concept, 18
The Product Concept, 18
The Selling Concept, 19
The Marketing Concept, 19
The Holistic Marketing Concept, 19
Marketing Memo: Marketing Right and Wrong, 20
Relationship Marketing, 20
Breakthrough Marketing: Nike, 21
Integrated Marketing, 22
Internal Marketing, 24
Performance Marketing, 26
Marketing Management Tasks, 28
Developing Marketing Strategies and Plans, 28
Capturing Marketing Insights, 28
Marketing Memo: Marketers’ Frequently Asked Questions, 29
Connecting with Customers, 29
Building Strong Brands, 29
Shaping the Market Offerings, 29
Delivering Value, 29
Communicating Value, 30
Creating Long-Term Growth, 30
Summary, 30
Applications, 31
Chapter 2. Developing Marketing Strategies and Plans, 32
Marketing and Customer Value, 34
The Value Delivery Process, 34
The Value Chain, 35
Core Competencies, 36
A Holistic Marketing Orientation and Customer Value, 38
The Central Role of Strategic Planning, 39
Breakthrough Marketing: Intel, 40
Corporate and Division Strategic Planning, 41
Defining the Corporate Mission, 41
Establishing Strategic Business Units, 43
Assigning Resources to Each SBU25, 44
Assessing Growth Opportunities, 44
Organization and Organizational Culture, 47
Marketing Innovation, 47
Business Unit Strategic Planning, 48
The Business Mission, 48
SWOT Analysis, 49
Marketing Insight: Creating Innovative Marketing, 49
Goal Formulation, 52
Marketing Memo: Checklist for Performing Strengths/Weaknesses Analysis, 53
Strategic Formulation, 53
Program Formulation and Implementation, 55
Marketing Insight: Marketing’s Contribution to Shareholder Value, 56
Feedback and Control, 56
Product Planning: The Nature and Contents of a Marketing Plan, 56
Marketing Memo: Marketing Plan Criteria, 57
Summary, 63
Applications, 63
Part 2. Capturing Marketing Insights, 64
Chapter 3. Gathering Information and Scanning the Environment, 65
Components of a Modern Marketing Information System, 66
Internal Records and Marketing Intelligence, 67
The Order-to-Payment Cycle, 67
Sales Information Systems, 68
Databases, Data Warehousing, and Data Mining, 68
The Marketing Intelligence System, 69
Marketing Insight: The Big Dig, 70
Marketing Memo: Clicking on the Competition, 72
Analyzing the Macroenvironment, 72
Needs and Trends, 72
Marketing Memo: Trends Shaping the Business Landscape, 73
Identifying the Major Forces, 74
Breakthrough Marketing: Google, 75
The Demographic Environment, 75
Worldwide Population Growth, 75
Population Age Mix, 76
Marketing Insight: Friends for Life, 76
Ethnic and Other Markets, 77
Educational Groups, 78
Household Patterns, 78
Geographical Shifts in Population, 78
Other Major Macroenvironments, 79
Economic Environment, 79
Social-Cultural Environment, 80
Natural Environment, 82
Marketing Insight: Green Marketing, 83
Technological Environment, 84
Political-Legal Environment, 86
Summary, 87
Applications, 87
Chapter 4. Conducting Marketing Research and Forecasting Demand, 88
The Marketing Research System, 90
The Marketing Research Process, 91
Step 1: Define the Problem, the Decision Alternatives, and the Research Objectives, 91
Step 2: Develop the Research Plan, 92
Marketing Insight: Conducting Informative Focus Groups, 95
Marketing Memo: Questionnaire Dos and Don’ts, 96
Marketing Insight: Getting into Consumers’ Heads with Qualitative Research, 98
Marketing Insight: Understanding Brain Science, 99
Step 3: Collect the Information, 101
Marketing Memo: Pros and Cons of Online Research, 102
Step 4: Analyze the Information, 102
Step 5: Present the Findings, 103
Step 6: Make the Decision, 103
Overcoming Barriers to the Use of Marketing Research, 103
Breakthrough Marketing: IDEO, 105
Measuring Marketing Productivity, 106
Marketing Metrics, 106
Marketing-Mix Modeling, 106
Marketing Dashboards, 107
Marketing Insight: Marketing Dashboards to Improve Effectiveness and Efficiency, 108
Forecasting and Demand Measurement, 109
The Measures of Market Demand, 110
A Vocabulary for Demand Measurement, 111
Estimating Current Demand, 113
Estimating Future Demand, 115
Summary, 117
Applications, 117
Part 3. Connecting with Customers, 118
Chapter 5. Creating Customer Value, Satisfaction, and Loyalty, 119
Building Customer Value, Satisfaction, and Loyalty, 120
Customer Perceived Value, 121
Total Customer Satisfaction, 124
Monitoring Satisfaction, 125
Marketing Insight: Net Promoter and Customer Satisfaction, 127
Product and Service Quality, 129
Maximizing Customer Lifetime Value, 130
Customer Profitability, 130
Measuring Customer Lifetime Value, 132
Marketing Memo: Calculating Customer Lifetime Value, 132
Cultivating Customer Relationships, 133
Customer Relationship Management, 133
Marketing Insight: Company Response to Customer Empowerment, 134
Attracting and Retaining Customers, 136
Building Loyalty, 138
Marketing Memo: Creating Customer Evangelists, 139
Win-Backs, 142
Customer Databases and Database Marketing, 142
Customer Databases, 143
Data Warehouses and Datamining, 143
Breakthrough Marketing: Tesco, 144
The Downside of Database Marketing and CRM, 145
Summary, 147
Applications, 147
Chapter 6. Analyzing Consumer Markets, 148
What Influences Consumer Behavior?, 150
Cultural Factors, 150
Marketing Insight: The Future of American Hyperconsumption, 152
Marketing Insight: Marketing to Cultural Market Segments, 153
Social Factors, 154
Personal Factors, 156
Marketing Memo: The Average U.S. Consumer Quiz, 157
Key Psychological Processes, 160
Breakthrough Marketing: IKEA, 161
Motivation: Freud, Maslow, Herzberg, 161
Perception, 163
Learning, 164
Memory, 165
The Buying Decision Process: The Five-Stage Model, 167
Problem Recognition, 168
Information Search, 168
Evaluation of Alternatives, 169
Purchase Decision, 172
Postpurchase Behavior, 173
Other Theories of Consumer Decision Making, 174
Level of Consumer Involvement, 174
Decision Heuristics and Biases, 175
Marketing Insight: How Consumers Really Make Decisions, 176
Marketing Memo: Decision Traps, 177
Mental Accounting, 177
Profiling the Customer Buying-Decision Process, 178
Summary, 178
Applications, 179
Chapter 7. Analyzing Business Markets, 180
What Is Organizational Buying?, 182
The Business Market versus the Consumer Market, 182
Marketing Insight: Big Sales to Small Business, 184
Buying Situations, 185
Systems Buying and Selling, 186
Marketing Memo: Maximizing Customer References, 187
Participants in the Business Buying Process, 188
The Buying Center, 188
Buying Center Influences, 188
Buying Center Targeting, 190
The Purchasing/Procurement Process, 191
Purchasing Department Perceptions, 191
Purchasing Organization and Administration, 192
Stages in the Buying Process, 192
Problem Recognition, 193
General Need Description and Product Specification, 193
Supplier Search, 193
Proposal Solicitation, 194
Supplier Selection, 194
Marketing Memo: Developing Compelling Customer Value Propositions, 196
Order-Routine Specification, 197
Performance Review, 198
Managing Business-to-Business Customer Relationships, 198
The Benefits of Vertical Coordination, 198
Breakthrough Marketing: General Electric, 199
Marketing Insight: Establishing Corporate Trust and Credibility, 200
Business Relationships: Risks and Opportunism, 201
Institutional and Government Markets, 202
Marketing Memo: Selling Tech to the Government, 204
Summary, 205
Applications, 205
Chapter 8. Identifying Market Segments and Targets, 206
Levels of Market Segmentation, 208
Segment Marketing, 208
Niche Marketing, 209
Local Marketing, 210
Individual Marketing, 210
Marketing Insight: Chasing the Long Tail, 211
Breakthrough Marketing: HSBC, 212
Bases for Segmenting Consumer Markets, 213
Geographic Segmentation, 213
Demographic Segmentation, 215
Marketing Insight: Trading Up (and Down): The New Consumer, 219
Marketing Insight: Marketing to Generation Y, 220
Marketing Memo: Cheat Sheet for 20-Somethings, 221
Psychographic Segmentation, 221
Behavioral Segmentation, 223
Bases for Segmenting Business Markets, 226
Market Targeting, 227
Effective Segmentation Criteria, 227
Evaluating and Selecting the Market Segments, 228
Additional Considerations, 230
Summary, 232
Applications, 233
Part 4. Building Strong Brands, 234
Chapter 9. Creating Brand Equity, 235
What Is Brand Equity?, 236
The Role of Brands, 237
The Scope of Branding, 238
Defining Brand Equity, 238
Breakthrough Marketing: Procter & Gamble, 239
Marketing Insight: Brand Cooking with Jamie Oliver, 240
Brand Equity as a Bridge, 242
Brand Equity Models, 243
Building Brand Equity, 245
Choosing Brand Elements, 246
Designing Holistic Marketing Activities, 247
Leveraging Secondary Associations, 250
Measuring Brand Equity, 251
Marketing Insight: The Brand Value Chain, 252
Brand Valuation, 253
Managing Brand Equity, 253
Brand Reinforcement, 253
Marketing Insight: What Is a Brand Worth?, 254
Brand Revitalization, 255
Devising a Branding Strategy, 256
Branding Decisions, 257
Brand Extensions, 258
Brand Portfolios, 261
Customer Equity, 263
Marketing Memo: Twenty-First-Century Branding, 263
Summary, 264
Applications, 265
Chapter 10. Crafting the Brand Positioning, 266
Developing and Communicating a Positioning Strategy, 268
Competitive Frame of Reference, 269
Points-of-Difference and Points-of-Parity, 269
Breakthrough Marketing: UPS, 270
Establishing Category Membership, 271
Choosing POPs and PODs, 274
Creating POPs and PODs, 274
Marketing Memo: Writing a Positioning Statement, 275
Differentiation Strategies, 276
Marketing Memo: How to Derive Fresh Consumer Insights to Differentiate Products and Services, 277
Product Life-Cycle Marketing Strategies, 278
Product Life Cycles, 278
Style, Fashion, and Fad Life Cycles, 279
Marketing Strategies: Introduction Stage and the Pioneer Advantage, 280
Marketing Strategies: Growth Stage, 282
Marketing Strategies: Maturity Stage, 283
Marketing Insight: Competitive Category Dynamics, 284
Marketing Strategies: Decline Stage, 286
Evidence on the Product Life-Cycle Concept, 287
Critique of the Product Life-Cycle Concept, 287
Market Evolution, 288
Marketing Memo: How to Build a Breakaway Brand, 289
Summary, 290
Applications, 291
Chapter 11. Dealing with Competition, 292
Competitive Forces, 294
Identifying Competitors, 295
Analyzing Competitors, 296
Strategies, 296
Marketing Insight: High Growth Through Value Innovation, 297
Objectives, 297
Strengths and Weaknesses, 299
Selecting Competitors, 299
Marketing Memo: Benchmarking to Improve Competitive Performance, 300
Selecting Customers, 300
Competitive Strategies for Market Leaders, 301
Breakthrough Marketing: Accenture, 302
Marketing Insight: When Your Competitor Delivers More for Less, 303
Expanding the Total Market, 303
Defending Market Share, 305
Expanding Market Share, 307
Other Competitive Strategies, 308
Market-Challenger Strategies, 308
Market-Follower Strategies, 310
Marketing Memo: Making Smaller Better, 311
Market-Nicher Strategies, 312
Marketing Memo: Niche Specialist Roles, 313
Balancing Customer and Competitor Orientations, 314
Competitor-Centered Companies, 314
Customer-Centered Companies, 314
Summary, 315
Applications, 315
Part 5. Shaping the Market Offerings, 316
Chapter 12. Setting Product Strategy, 317
Product Characteristics and Classifications, 318
Product Levels: The Customer-Value Hierarchy, 318
Marketing Insight: Metamarkets and Metamediaries, 319
Product Classifications, 319
Differentiation, 321
Product Differentiation, 321
Breakthrough Marketing: Toyota, 324
Design, 325
Services Differentiation, 326
Product and Brand Relationships, 328
The Product Hierarchy, 328
Product Systems and Mixes, 328
Product-Line Analysis, 329
Product-Line Length, 331
Marketing Insight: When Less Is More, 332
Product-Mix Pricing, 335
Co-Branding and Ingredient Branding, 337
Marketing Memo: Making Ingredient Branding Work, 339
Packaging, Labeling, Warranties, and Guarantees, 339
Packaging, 339
Labeling, 340
Warranties and Guarantees, 341
Summary, 342
Applications, 343
Chapter 13. Designing and Managing Services, 344
The Nature of Services, 346
Service Industries Are Everywhere, 346
Categories of Service Mix, 347
Distinctive Characteristics of Services, 349
Marketing Strategies for Service Firms, 352
A Shifting Customer Relationship, 352
Marketing Memo: Recommendations for Improving Service Quality, 353
Breakthrough Marketing: Southwest Airlines, 355
Holistic Marketing for Services, 356
Managing Service Quality, 359
Customer Expectations, 359
Marketing Insight: The Role of Expectations in Service- Quality Perceptions, 361
Marketing Memo: Assessing E-Service Quality, 362
Best Practices of Service-Quality Management, 362
Marketing Insight: Developing Customer Interface Systems, 364
Managing Service Brands, 367
Differentiating Services, 367
Developing Brand Strategies for Services, 368
Managing Product-Support Services, 370
Identifying and Satisfying Customer Needs, 370
Postsale Service Strategy, 371
Summary, 373
Applications, 373
Chapter 14. Developing Pricing Strategies and Programs, 374
Understanding Pricing, 376
A Changing Pricing Environment, 376
How Companies Price, 377
Marketing Insight: Giving It All Away, 378
Consumer Psychology and Pricing, 379
Setting the Price, 383
Step 1: Selecting the Pricing Objective, 383
Step 2: Determining Demand, 385
Step 3: Estimating Costs, 388
Step 4: Analyzing Competitors’ Costs, Prices, and Offers, 389
Step 5: Selecting a Pricing Method, 390
Breakthrough Marketing: eBay, 394
Step 6: Selecting the Final Price, 395
Marketing Insight: Stealth Price Increases, 396
Adapting the Price, 397
Geographical Pricing (Cash, Countertrade, Barter), 397
Price Discounts and Allowances, 398
Promotional Pricing, 399
Differentiated Pricing, 400
Initiating and Responding to Price Changes, 402
Initiating Price Cuts, 402
Initiating Price Increases, 403
Responding to Competitors’ Price Changes, 404
Marketing Memo: How to Fight Low-Cost Rivals, 405
Summary, 406
Applications, 407
Part 6. Delivering Value, 408
Chapter 15. Designing and Managing Integrated Marketing Channels, 409
Marketing Channels and Value Networks, 410
The Importance of Channels, 410
Channel Development, 411
Hybrid Channels, 412
Understanding Customer Needs, 413
Value Networks, 414
The Role of Marketing Channels, 414
Channel Functions and Flows, 415
Channel Levels, 416
Service Sector Channels, 417
Channel-Design Decisions, 417
Analyzing Customers’ Desired Service Output Levels, 417
Establishing Objectives and Constraints, 418
Identifying and Evaluating Major Channel Alternatives, 418
Marketing Insight: How CarMax Is Transforming the Auto Business, 420
Evaluating the Major Alternatives, 421
Channel-Management Decisions, 423
Selecting Channel Members, 423
Training and Motivating Channel Members, 423
Evaluating Channel Members, 424
Modifying Channel Design and Arrangements, 425
Channel Integration and Systems, 426
Vertical Marketing Systems, 426
Marketing Insight: The Importance of Channel Stewards, 427
Horizontal Marketing Systems, 428
Integrating Multichannel Marketing Systems, 428
Marketing Memo: Multichannel Shopping Checklist, 429
Conflict, Cooperation, and Competition, 430
Types of Conflict and Competition, 431
Causes of Channel Conflict, 431
Managing Channel Conflict, 431
Dilution and Cannibalization, 433
Legal and Ethical Issues in Channel Relations, 433
E-Commerce Marketing Practices, 434
Pure-Click Companies, 434
Breakthrough Marketing: Amazon.com, 435
Brick-and-Click Companies, 437
M-Commerce, 437
Summary, 438
Applications, 439
Chapter 16. Managing Retailing, Wholesaling, and Logistics, 440
Retailing, 442
Types of Retailers, 442
The New Retail Environment, 446
Marketing Decisions, 448
Marketing Insight: Making Labels Smarter, 451
Breakthrough Marketing: Target, 453
Marketing Memo: Helping Stores to Sell, 454
Private Labels, 456
Role of Private Labels, 456
The Private-Label Threat, 457
Marketing Memo: How to Compete Against Store Brands, 458
Wholesaling, 458
Trends in Wholesaling, 459
Market Logistics, 461
Integrated Logistics Systems, 462
Market-Logistics Objectives, 462
Market-Logistics Decisions, 464
Organizational Lessons, 466
Summary, 467
Applications, 467
Part 7. Communicating Value, 468
Chapter 17. Designing and Managing Integrated Marketing Communications, 469
The Role of Marketing Communications, 470
The Changing Marketing Communication Environment, 470
Marketing Communications, Brand Equity, and Sales, 471
The Communications Process Models, 474
Developing Effective Communications, 476
Identify the Target Audience, 476
Determine the Communications Objectives, 477
Design the Communications, 477
Marketing Insight: Celebrity Endorsements as a Strategy, 480
Select the Communications Channels, 481
Establish the Total Marketing Communications Budget, 484
Deciding on the Marketing Communications Mix, 486
Characteristics of the Marketing Communications Mix, 486
Breakthrough Marketing: Ocean Spray, 486
Factors in Setting the Marketing Communications Mix, 489
Measuring Communication Results, 491
Managing the Integrated Marketing Communications Process, 491
Coordinating Media, 492
Implementing IMC, 493
Marketing Memo: How Integrated Is Your IMC Program?, 494
Summary, 494
Applications, 495
Chapter 18. Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations, 496
Developing and Managing an Advertising Program, 498
Setting the Objectives, 499
Deciding on the Advertising Budget, 499
Developing the Advertising Campaign, 500
Marketing Memo: Print Ad Evaluation Criteria, 504
Deciding on Media and Measuring Effectiveness, 505
Deciding on Reach, Frequency, and Impact, 505
Choosing among Major Media Types, 506
Alternative Advertising Options, 508
Selecting Specific Media Vehicles, 510
Marketing Insight: Playing Games with Brands, 511
Deciding on Media Timing and Allocation, 512
Evaluating Advertising Effectiveness, 513
Sales Promotion, 514
Objectives, 514
Advertising versus Promotion, 515
Major Decisions, 516
Events and Experiences, 520
Events Objectives, 521
Major Sponsorship Decisions, 521
Creating Experiences, 523
Public Relations, 523
Marketing Insight: Experiential Marketing, 524
Marketing Insight: Managing a Brand Crisis, 525
Marketing Public Relations, 525
Breakthrough Marketing: Virgin Group, 526
Major Decisions in Marketing PR, 527
Summary, 529
Applications, 529
Chapter 19. Managing Personal Communications: Direct and Interactive Marketing, Word of Mouth, and Personal Selling, 530
Direct Marketing, 532
The Benefits of Direct Marketing, 532
Direct Mail, 534
Catalog Marketing, 536
Telemarketing, 537
Other Media for Direct-Response Marketing, 538
Public and Ethical Issues in Direct Marketing, 538
Interactive Marketing, 538
Advantages and Disadvantages of Interactive Marketing, 538
Breakthrough Marketing: Yahoo!, 539
Placing Ads and Promotions Online, 540
Marketing Memo: Segmenting Tech Users, 542
Word of Mouth, 545
Buzz and Viral Marketing, 546
Opinion Leaders, 548
Marketing Memo: How to Start a Buzz Fire, 548
Blogs, 550
Measuring the Effects of Word of Mouth, 551
Designing the Sales Force, 551
Sales-Force Objectives and Strategy, 552
Sales-Force Structure, 553
Sales-Force Size, 554
Marketing Insight: Major Account Management, 555
Sales-Force Compensation, 555
Managing the Sales Force, 556
Recruiting and Selecting Representatives, 556
Training and Supervising Sales Representatives, 557
Sales Rep Productivity, 557
Motivating Sales Representatives, 558
Evaluating Sales Representatives, 559
Principles of Personal Selling, 561
The Six Steps, 561
Relationship Marketing, 562
Summary, 563
Applications, 563
Part 8. Creating Successful Long-Term Growth, 564
Chapter 20. Introducing New Market Offerings, 565
New-Product Options, 566
Make or Buy, 566
Types of New Products, 566
Challenges in New-Product Development, 567
The Innovation Imperative, 567
New-Product Success, 569
New-Product Failure, 570
Organizational Arrangements, 571
Budgeting for New-Product Development, 572
Organizing New-Product Development, 573
Managing the Development Process: Ideas, 574
Idea Generation, 574
Marketing Memo: Ten Ways to Find Great New-Product Ideas, 575
Marketing Insight: P&G’S New Connect-and-Develop Approach to Innovation, 576
Marketing Memo: Seven Ways to Draw New Ideas from Your Customers, 577
Marketing Memo: How to Run a Successful Brainstorming Session, 578
Idea Screening, 579
Managing the Development Process: Concept to Strategy, 581
Concept Development and Testing, 581
Marketing Strategy Development, 584
Business Analysis, 584
Managing the Development Process: Development to Commercialization, 586
Product Development, 586
Market Testing, 587
Commercialization, 590
Breakthrough Marketing: Apple iPod, 591
The Consumer-Adoption Process, 592
Stages in the Adoption Process, 592
Factors Influencing the Adoption Process, 593
Summary, 595
Applications, 595
Chapter 21. Tapping into Global Markets, 596
Competing on a Global Basis, 598
Breakthrough Marketing: Samsung, 599
Deciding Whether to Go Abroad, 600
Deciding Which Markets to Enter, 600
How Many Markets to Enter, 600
Developed versus Developing Markets, 601
Marketing Insight: Spotlight on Key Developing Markets, 604
Evaluating Potential Markets, 605
Deciding How to Enter the Market, 606
Indirect and Direct Export, 606
Using a Global Web Strategy, 607
Licensing, 607
Joint Ventures, 608
Direct Investment, 609
Deciding on the Marketing Program, 609
Product, 611
Marketing Memo: The Ten Commandments of Global Branding, 612
Communications, 613
Price, 615
Marketing Insight: Unauthorized Sales—Dealing with the Gray Market and Counterfeit Products, 617
Distribution Channels, 618
Country-of-Origin Effects, 619
Building Country Images, 619
Consumer Perceptions of Country of Origin, 620
Marketing Insight: The Ups and Downs of Brand America, 621
Deciding on the Marketing Organization, 621
Export Department, 622
International Division, 622
Global Organization, 622
Summary, 623
Applications, 623
Chapter 22. Managing a Holistic Marketing Organization for the Long Run, 624
Trends in Marketing Practices, 626
Internal Marketing, 627
Organizing the Marketing Department, 627
Marketing Memo: Characteristics of Company Departments That Are Truly Customer Driven, 628
Relations with Other Departments, 632
Building a Creative Marketing Organization, 633
Marketing Insight: The Marketing CEO, 633
Marketing Memo: Fueling Strategic Innovation, 634
Socially Responsible Marketing, 634
Breakthrough Marketing: Starbucks, 637
Corporate Social Responsibility, 638
Socially Responsible Business Models, 640
Cause-Related Marketing, 640
Marketing Insight: New Views on Corporate Social Responsibility, 641
Social Marketing, 644
Marketing Memo: Making a Difference, 645
Marketing Implementation, 648
Evaluation and Control, 649
Annual-Plan Control, 649
Profitability Control, 652
Efficiency Control, 656
Strategic Control, 656
The Future of Marketing, 657
Marketing Memo: Major Marketing Weaknesses, 660
Summary, 661
Applications, 662
Appendix, A1
Endnotes, E1
Glossary, G1
Image Credits, C1
Index, I1

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