Description
chapter 1 Overview of Marketing
chapter 2 Developing Marketing Strategies and a Marketing Plan
chapter 3 Digital Marketing: Online, Social, and Mobile
chapter 4 Conscious Marketing, Corporate Social Responsibility, and Ethics
chapter 5 Analyzing the Marketing Environment
chapter 6 Consumer Behavior
chapter 7 Business-to-Business Marketing
chapter 8 Global Marketing
chapter 9 Segmentation, Targeting, and Positioning
chapter 10 Marketing Research
chapter 11 Product, Branding, and Packaging Decisions
chapter 12 Developing New Products
chapter 13 Services: The Intangible Product
chapter 14 Pricing Concepts for Capturing Value
chapter 15 Supply Chain and Channel Management
chapter 16 Retailing and Omnichannel Marketing
chapter 17 Integrated Marketing Communications
chapter 18 Advertising, Public Relations, and Sales Promotions
chapter 19 Personal Selling and Sales Management
