Description
- Chapter 1 The Meaning of Marketing
- Chapter 2 Marketing Strategy
- Chapter 3 The Environment of Marketing Strategy
- Chapter 4 Buyer Behavior
- Chapter 5 Marketing Research
- Chapter 6 Market Segmentation
- Chapter 7 Developing Customer Loyalty
- Chapter 8 Marketing in the Digital Age
- Chapter 9 Product Strategy
- Chapter 10 Prices
- Chapter 11 Distribution
- Chapter 12 Promotion
- Chapter 13 Advertising
- Chapter 14 Sales and Sales Management
- Chapter 15 Controlling and Monitoring
- Chapter 16 Ethical Considerations in Marketing
