Essentials of Marketing

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  • Edition: 15th
  • Format: Loose-leaf
  • Copyright: 2016-01-13
  • Publisher: McGraw-Hill Education
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Table of Contents

  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

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