1. Marketing’s Value to Consumers, Firms, and Society 2. Marketing Strategy Planning 3. Evaluating Opportunities in the Changing Market Environment 4. Focusing Marketing Strategy with Segmentation and Positioning 5. Final Consumers and Their Buying Behavior 6. Business and Organizational Customers and Their Buying Behavior 7. Improving Decisions with Marketing Information 8. Elements of Product Planning for Goods and Services 9. Product Management and New-Product Development 10. Place and Development of Channel Systems 11. Distribution Customer Service and Logistics 12. Retailers, Wholesalers, and Their Strategy Planning 13. Promotion—Introduction to Integrated Marketing Communications 14. Personal Selling and Customer Service 15. Advertising and Sales Promotion 16. Publicity: Promotion Using Earned Media, Owned Media, and Social Media 17. Pricing Objectives and Policies 18. Price Setting in the Business World 19. Ethical Marketing in a Consumer-Oriented World: Appraisal and Challenges Appendix A Economics Fundamentals Appendix B Marketing Arithmetic Appendix C Career Planning in Marketing Appendix D Hillside Veterinary Clinic Marketing Plan
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