9781259709074

Marketing 6E

by ;
  • ISBN13:

    9781259709074

  • ISBN10:

    1259709078

  • Edition: 6th
  • Format: Hardcover
  • Copyright: 2017-02-01
  • Publisher: McGraw-Hill Education
  • View Upgraded Edition

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Supplemental Materials

What is included with this book?

Table of Contents

SECTION 1: Assessing The Marketplace

Chapter 1: Overview of Marketing

Chapter 2: Developing Marketing Strategies

Chapter 3: Social and Mobile Marketing

Chapter 4: Marketing Ethics

Chapter 5: Analyzing the Marketing Environment

SECTION 2: Understanding The Marketplace

Chapter 6: Consumer Behavior

Chapter 7: Business-to-Business Marketing

Chapter 8: Global Marketing

SECTION 3: Targeting The Marketplace

Chapter 9: Segmentation, Targeting, and Positioning

Chapter 10: Marketing Research

SECTION 4: Value Creation

Chapter 11: Product, Branding, and Packaging Decisions

Chapter 12: Developing New Products

Chapter 13: Services: The Intangible Product

SECTION 5: Value Capture

Chapter 14: Pricing Concepts for Establishing Value

Chapter 15: Strategic Pricing Methods

SECTION 6: Value Delivery: Designing The Channel And Supply Chain

Chapter 16: Supply Chain and Channel Management

Chapter 17: Retailing and Omnichannel Marketing

SECTION 7: Value Communication

Chapter 18: Integrated Marketing Communications

Chapter 19: Advertising, Public Relations, and Sales Promotions

Chapter 20: Personal Selling and Sales Management

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