Consumers -- pt. 3. Designing a Customer-Driven Strategy and Mix -- pt. 4. Extending Marketing.

Contents note continued: A Word About the Creative Brief -- Message Strategy -- Messenger Strategy

communications strategy -- Advertising and public relations -- Personal selling and sales promotion -- Direct and

-- Designing a customer-driven marketing strategy and integrated marketing mix -- Extending marketing.

products -- Internal marketing -- Pricing products : pricing considerations, approaches, and strategy

strategy -- Designing and managing services -- Developing pricing strategies and programs -- pt. 6

the Market Offerings: Chapter 12 -- Setting Product Strategy -- Chapter 13 -- Designing & Managing

: pricing considerations, approaches, and strategy -- Distribution channels -- Promoting products

wholesaling -- Integrated marketing communications strategy -- Personal selling and direct marketing

-- Integrated marketing communication strategy -- Advertising, sales promotion, and public relations -- Personal

Cycle -- 11. Setting Product and Brand Strategy -- 12. Designing and Managing Services -- 13. Designing

: pricing considerations, approaches, and strategy -- Distribution channels -- Promoting products