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MARKET real people, real choices
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Brief Contents
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Part 1 Make Marketing Value Decisions (Chapters 1, 2, 3)
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Chapter 2 Strategic Market Planning: Take the Big Picture
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Chapter 3 Thrive in the Marketing Environment: The World Is Flat
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Part 2 Understand Costumers' Value Needs (Chapters 4, 5, 6)
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Chapter 5 Consumer Behavior: How and Why we Buy
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Chapter 6 Business-to-Business Markets: How and Why Organizations Buy
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Chapter 7 Sharpen the Focus: Target marketing Strategies and CusomterRelationship Management
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Part 3 Create the Value Proposition (Chapter 8, 9, 10, 11)
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Chapter 9 Manage the Product
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Chapter 10 Services and Other Intangibles: Marketing the Product That Isn'tThere
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Part 3 Create the Value Proposition (Chapters 8, 9, 10, 11)
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Part 4 Communicate the Value Proposition (Chapters 12, 13, 14)
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Part4 Communicate the Value Proposition (Chapters 12, 13,14)
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Part4 Communicate the Value Proposition (Chapters 12, 13,14
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Part 5 Deliver the Value Proposition
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Part 5 Deliver the Value Proposition (Chapters 15, 16)
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Appendix A Marketing Plan: The S&S Smoothie Company
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Appendix B MARKETING MATH
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