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Brief Contents:

Part 1) Defining Marketing and the Marketeting Process

Part 2) Under Starding the Marketplace and Consumera

Part 3) Desingning a Customer-Driven Marketplace strategy and Integrated Marketing Mix

Part 4) Extending Marketing

Part 1  Chapter 1

Marteting: Managing Profitable Customer Relationships

What Is Marketing ?

Marketing Defined 5 the Marketing Process 5

Understanding the Market Place and customen Needs

Customer Needs Wants and Demands 6 Market Offering-Products Serviced and Expreriences 6 Customer Value and Stisfaction 7 Exchange and Relationships 7  markets 7