Includes index.

Contents: 1. Designing customer-oriented marketing strategies: marketing - Strategic planning in contemporary marketing -- The marketing environment, ethics and social responsibility -- E-business: managing the customer experience -- 2. Understanding buyers and markets: Consumer behavior -- Business to business (B2B) marketing -- 3. Target market selection: Marketing research and sales forecasting -- Market segmentation, targeting, and positioning -- Relationship marketing and customer relationship management (CRM) -- 4. Product decisions: Product and service strategies -- Developing and managing brand and product categories -- 5. Distribution decisions: Marketing channels and supply chain management -- Retailers, wholesalers, and direct marketers -- 6. Promotional decisions: Integrated marketing communications -- -- Advertising and public relations -- Personal selling and sales promotion -- 7. Pricing decisions: Pricing concepts - Pricing strategies --