The Dartnell Marketing Manager's Handbook, 3rd Edition

This revised handbook is the most comprehensive and practical guide available today about marketing management and how it's used. As a definitive reference tool, it is so chock-full of valuable information on every aspect of marketing that you will come to think of it as a "practical encyclopedia of marketing".

Introduction
Acknowledgments
Special Acknowledgment
About the Editors

Part I : The Scope of Marketing
Chapter 1. : Modern-Day Marketing: The Value-Added Era and Its Foundations
Chapter 2. : Marketing Systems: Implications for Marketing Planning
Chapter 3. : Implementing the Marketing Concept: Linking Quality, Marketing, and Value
Chapter 4. : Translating Marketing Strategy: Implementation as Managerial Communication

Part II : Organizing and Staffing the Marketing Function
Chapter 5. : Reward Compensation: Marketing’s Role
Chapter 6. : Staffing the Marketing Function
Chapter 7. : Salesperson Performance and Job Satisfaction

Part III : Establishing Marketing Objectives/Strategies
Chapter 8. : Setting Marketing Objectives
Chapter 9. : Determining Consumer and Customer Wants and Needs
Chapter 10. : Brand Dominance: Competitive Advantage Through Consumer Learning
Chapter 11. : Segmenting the Market
Chapter 12. : Marketing for Professionals
Chapter 13. : Green Marketing

Part IV : Marketing Research?
Chapter 14. : What is Marketing Research?
Chapter 15. : Communication Research: Continuous Measurement Instruments
Chapter 16. : What is Qualitative Research?
Chapter 17. : Statistical and Experimental Design
Chapter 18. : Survey Methods of Data Collection for Domestic and International Marketing Research
Chapter 19. : Market-Based Decisions
Chapter 20. : Management Science and Model Building
Chapter 21. : Managerial Perspectives on Consumer Satisfaction, Dissatisfaction, and Complaining Behavior
Chapter 22. : Advertising Research and Measurement
Chapter 23. : Database Marketing
Chapter 24. : Sizing Markets
Chapter 25. : The Marketing Campaign
Chapter 26. : Information Technology in Marketing and Sales
Chapter 27. : Predicting Market Responses to Style Merchandise: Sensory Panels and Sensory Segmentation
Chapter 28. : Marketing Theory and Practice

Part V : Developing the Marketing Plan
Chapter 29. : Market Position Analysis
Chapter 30. : Developing the Organization’s Marketing Mix
Chapter 31. : The Marketing Decision
Chapter 32. : Marketing Strategy
Chapter 33. : Fostering Ethical Marketing Decisions
Chapter 34. : Ethics in Marketing
Chapter 35. : Government Regulation and the Marketing Manger: Developing a Perspective
Chapter 36. : Substantive and Procedural Changes in Antitrust Law: Implications for Marketing Management
Chapter 37. : Managing the Market Planning Process: The Search for Continuous Competitive Renewal
Chapter 38. : Marketing to Nonexistent Markets
Chapter 39. : Marketing Technology and Consumer Scanning
Chapter 40. : Evaluating and Controlling Marketing Performance

Part VI : Putting the Marketing Plan into Action for Consumer Products/Services
Chapter 41. : The Diffusion of Innovations
Chapter 42. : Prescription for a Service Quality Revolution in America
Chapter 43. : Developing and Implementing an Effective Customer Service Strategy
Chapter 44. : Social Marketing
Chapter 45. : Strategic Pricing
Chapter 46. : Pricing
Chapter 47. : Getting Things Done: Customer-Driven Distribution Systems
Chapter 48. : Product Cannibalism
Chapter 49. : Strategic Planning in Retailing: Understanding and Responding to a Dynamic Environment
Chapter 50. : Franchising-A Marriage of System Members
Chapter 51. : Yield Management: New Pricing Strategy

Part VII : Putting the Marketing Plan into Action for Business Products/Services
Chapter 52. : Marketing to Business
Chapter 53. : Partnering as a Focused Market Strategy
Chapter 54. : Marketing Raw Materials
Chapter 55. : Research on Industrial Products and Services
Chapter 56. : Business-to-Business Selling and the Organizational Buying Process

Part VIII : Promoting Products and Services
Chapter 57. : Customer Contacts in an Integrated Marketing Communications Environment
Chapter 58. : Attack on Many Fronts: Business Communications
Chapter 59. : Imagery and Symbolism
Chapter 60. : Setting Promotional Marketing Objectives
Chapter 61. : Developing Advertising Message Strategy
Chapter 62. : Contemporary Advertising Media Planning
Chapter 63. : Public Relations
Chapter 64. : Direct Marketing: Modelling Customer-Marketer Relationships in Integrative Marketing Communications
Chapter 65. : Advertising to the “Other” Culture: Women’s Use of Language and Language’s Use of Women

Part IX : Global Marketing
Chapter 66. : International Marketing Concepts
Chapter 67. : Researching Global Markets
Chapter 68. : Export Marketing
Chapter 69. : International Distribution and Selling
Chapter 70. : Barter and Buybacks-Doing Business the Old-Fashioned Way
Chapter 71. : Unraveling the Mystique of Export Pricing

Index