Chapter Resources

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Chapter 1: The Nature of Marketing Management

Chapter 2: Market Analysis

Chapter 3: Data Warehousing

Chapter 4: Building a Customer-Oriented Marketing Department

Chapter 5: Customer Acquisition Strategies and Tactics

Chapter 6: Pricing

Chapter 7: Advertising, Alternative and Direct Marketing

Chapter 8: Sales Promotions

Chapter 9: Personal Selling

Chapter 10:  Internal Communications

Chapter 11: External Communications

Chapter 12: Distribution and Supply Chain Management

Chapter 13: Web Site and Internet Management

Chapter 14: Customer Retention and Recovery

Chapter 15: Marketing Control