ESCP Europe

Chapters are : marketing's value to consumers, firms, and society ; marketing strategy planning ; evaluating opportunities in the changing marketing environment ; focusing marketing strategy with segmentation and positioning ; demographic dimensions of global consumer markets ; final consumers and their buying behavior ; business and organization customers and their buying behavior ; improving decisions with marketing information ; elements of product planning for goods and services ; product management and new-product developement ; place and developement of channel systems ; distribution customer service and logistics ; retailers, wholesalers, and their strategy planning ; promotion, introduction to integrated marketing communications ; personal selling and customer service ; advertising and sales promotion ; pricing objectives and policies ; price setting in the business world ; implementing and controlling marketing plans : evolution and revolution ; managing marketing's link with other functional areas ; ethical marketing in a consumer-oriented world. With various cases.