Table of Contents

Contents

Introduction: Growth

Part 1: In the beginning
   1. The Genesis of Marketing Part 2: Great Marketing and Its Great Failure
   2. What Is Marketing and What It Is Not
   3. Customer Satisfaction, Customer Loyalty and the Customer Relationship
   4. The Failure of Marketing

Part 3: Strategy and the 4 P's
   5. The Critical Importance of Strategy
   6. What product do you sell? What product do they buy?
   7. What is distribution?
   8. Third P - Promotion
   9. Price

Part 4: The Other Failures of Tactics
   10. Customer Service
   11. The Brand
   12. The Battle for the Budget - Measurement
   13. Customer Knowledge

Part 5: Great Marketing
   14. Why Customers Buy
   15. The Complete Solution
   16. Success