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  • Edition: 19th
  • Format: Nonspecific Binding
  • Copyright: 2013-02-25
  • Publisher: McGraw-Hill Education

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Binder Ready Loose-Leaf Text - This full featured text is provided as an option to the price sensitive student. It is a full 4 color text that’s three whole punched and made available at a discount to students. (ISBN: 9780077512521). Also available in a package with Connect Plus – (ISBN: 9780077713256).

Table of Contents

Chapter 1: Marketing’s Value to Consumers, Firms, and Society

Chapter 2: Marketing Strategy Planning 

Chapter 3: Evaluating Opportunities in the Changing Marketing Environment

Chapter 4: Focusing Marketing Strategy with Segmentation and Positioning

Chapter 5: Demographic Dimensions of Global Consumer Markets

Chapter 6: Final Consumers and Their Buying Behavior

Chapter 7: Business and Organizational Customers and Their Buying Behavior

Chapter 8: Improving Decisions with Marketing Information

Chapter 9: Elements of Product Planning for Goods and Services

Chapter 10: Product Management and New-Product Development

Chapter 11: Place and Development of Channel Systems

Chapter 12: Distribution Customer Service and Logistics

Chapter 13: Retailers, Wholesalers, and Their Strategy Planning

Chapter 14: Promotion—Introduction to Integrated Marketing Communications

Chapter 15: Personal Selling and Customer Service

Chapter 16: Advertising, Publicity, and Sales Promotion

Chapter 17: Pricing Objectives and Policies

Chapter 18: Price Setting in the Business World

Chapter 19: Implementing and Controlling Marketing Plans: Evolution and Revolution

Chapter 20: Managing Marketing’s Link with Other Functional Areas

Chapter 21: Ethical Marketing in a Consumer-Oriented World: Appraisal and Challenges

Appendix A: Economics Fundamentals 

Appendix B: Marketing Arithmetic 

Appendix C: Career Planning in Marketing 

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