SECTION 1: ASSESSING THE MARKETPLACE1 Overview of Marketing2 Developing Marketing Strategies and a Marketing Plan3 Social and Mobile Marketing4 Conscious Marketing, Corporate Social Responsibility, and Ethics5 Analyzing the Marketing EnvironmentSECTION 2: UNDERSTANDING THE MARKETPLACE6 Consumer Behavior7 Business-to-Business Marketing8 Global MarketingSECTION 3: TARGETING THE MARKETPLACE9 Segmentation, Targeting, and Positioning10 Marketing ResearchSECTION 4: VALUE CREATION11 Product, Branding, and Packaging Decisions12 Developing New Products13 Services: The Intangible ProductSECTION 5: VALUE CAPTURE14 Pricing Concepts for Establishing ValueSECTION 6: VALUE DELIVERY: DESIGNING THE CHANNEL AND SUPPLY CHAIN15 Supply Chain and Channel Management17 Retailing and Omnichannel MarketingSECTION 7: VALUE COMMUNICATION18 Integrated Marketing Communications19 Advertising, Public Relations, and Sales Promotions20 Personal Selling and Sales Management
What is included with this book?
The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any access cards, study guides, lab manuals, CDs, etc.
The Used, Rental and eBook copies of this book are not guaranteed to include any supplemental materials. Typically, only the book itself is included. This is true even if the title states it includes any access cards, study guides, lab manuals, CDs, etc.
Please wait while the item is added to your bag...