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This volume reflects the dynamic environment inhabited by today's marketers, helping readers understand the marketplace and the impact of technology on making strategic marketing decisions. Its modern, integrated presentation and strategy-based approach covers critical, fundamental topics required to succeed in professional work. Subjects include marketing philosophy and strategy such as market research, customer behavior and market structure, and marketing decision-making and analysis, including product decisions, advertising strategy, pricing and customer relationship management. Key Feature Strategic Framework-- After 25 years of teaching, Russ Winer found that no textbook provided students with the strategic, integrative perspective that marketing managers must have to be successful in their jobs. This framework follows the flow of decision making. For example: 1. The marketing manager first decides what the goal is and then how to get there. 2. The key decision is which customer groups to target, then other decisions flow from that crucial decision. 3. The customers' needs, an analysis of the competitors, and an understanding of the industry environment lead to a core strategy that is tailored to each customer target. 4. Finally, the marketing mix or implementation of the strategy is customized for each target. Table of Contents Part I: Marketing Philosophy and Strategy 1. Marketing and the Job of the Marketing Manager 2. A Strategic Marketing Framework Part II: Analysis for Marketing Decisions 3. Marketing Research 4. Analyzing Consumer Behavior 5. Organizational Buying Behavior 6. Market Structure and Competitor Analysis Part III: Marketing Decision Making 7. Product Decisions 8. New Product Development 9. Pricing 10. Communications 11. Sales Promotion 12. Channels of Distribution 13. Direct Channels of Distribution: Personal Selling and Direct Marketing 14. Customer Relationship Management 15. Strategies for Service Markets