Direct and Digital Marketing
Covers direct marketing channels, benefits, telemarketing, interactive marketing, web site design, e-marketing guidelines, and buzz and viral marketing strategies for consumer engagement.
Distribution Channels and Retailing
Extensive coverage of marketing channels, value networks, vertical marketing systems, retailing types, wholesaling functions, market logistics including order processing, warehousing, inventory, and transportation management.
New Product Development Process
Comprehensive guide covering new product options, challenges, organizational arrangements, idea generation, screening, concept development, business analysis, product development, market testing, and commercialization with consumer adoption process.
Services Marketing and Quality
Defines services and their characteristics, service quality gaps, service differentiation strategies, matching demand and supply, customer switching behavior factors, and developing brand strategies for services.
Product Mix and Line Management
Discusses product hierarchy, product mix dimensions, product line management, line stretching and filling, co-branding, ingredient branding, and packaging, labeling, warranties as marketing tools.