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9781264218752

Marketing, 16th Edition Loose-leaf

by ; ;
  • ISBN13:

    9781264218752

  • ISBN10:

    1264218753

  • Edition: 16th
  • Format: Loose-leaf
  • Copyright: 2023-01-27
  • Publisher: McGraw Hill

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Supplemental Materials

What is included with this book?

Table of Contents

Part 1: Initiating the Marketing Process
Chapter 1: Creating Customer Relationships and Value through Marketing
Chapter 2: Developing Successful Organizational and Marketing Strategies
Appendix A: Building an Effective Marketing Plan
Chapter 3: Scanning the Marketing Environment
Chapter 4: Ethical and Social Responsibility for Sustainable Marketing

Part 2: Understanding Buyers and Markets
Chapter 5: Understanding Consumer Behavior
Chapter 6: Understanding Organizations as Customers
Chapter 7: Understanding and Reaching Global Consumers and Markets

Part 3: Targeting Marketing Opportunities
Chapter 8: Marketing Research: From Customer Insights to Actions
Chapter 9: Market Segmentation, Targeting, and Positioning

Part 4: Satisfying Marketing Opportunities
Chapter 10: Developing New Products and Services
Chapter 11: Managing Successful Products, Services, and Brands
Chapter 12: Services Marketing
Chapter 13: Building the Price Foundation
Chapter 14: Arriving at the Final Price
Appendix B: Financial Aspects of Marketing
Chapter 15: Managing Marketing Channels and Supply Chains
Chapter 16: Retailing and Wholesaling
Chapter 17: Implementing Interactive and Multichannel Marketing
Chapter 18: Integrated Marketing Communications and Direct Marketing
Chapter 19: Advertising, Sales Promotion, and Public Relations
Chapter 20: Using Social Media and Mobile Marketing to Connect with Consumers
Chapter 21: Personal Selling and Sales Management
Chapter 22: Pulling It All Together: The Strategic Marketing Process

Part 5: Appendices
Appendix C: Planning a Career in Marketing
Appendix D: Alternate Cases, available in Connect at www.connect.mheducation.com 

Supplemental Materials

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.

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