Description
TABLE OF CONTENTS
1. What is Marketing
2. Marketing Strategy
3. The Marketing Environment
4. Customer Behavior
5. Research in Marketing
6. Segmentation, Targeting, and Positioning
7. Applying the Marketing Mix
8. Products, Brands, and Customer Needs
9. Place Decisions and Customer Convenience
10. Managing Price and Customer Cost Perceptions
11. Promoting to Communicate with Customers
12. Encouraging Participation to Connect with Customers
13. Measuring Marketing Effectiveness Through Metrics
14. Developing an Integrated Marketing Mix
15. Finalizing a Marketing Plan
