Marketing: The Core http://covers.mhedu.com/Jpeg_250-high/007772903X.jpeg?404URL=http://shop.mheducation.com/mhshopweb/images/no_cover_140.png

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Marketing: The Core
Table of Contents

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Program Details

Part One: 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: Understanding the Marketing Environment, Ethical Behavior, and Social Responsibility

Part Two: Understanding Buyers and Markets

Chapter 4: Understanding Consumer Behavior

Chapter 5: Understanding Organizations as Customers

Chapter 6: Understanding and Reaching Global Consumers and Markets

Part Three: Targeting Marketing Opportunities

Chapter 7: Marketing Research: From Customer Insights to Actions

Chapter 8: Market Segmentation, Targeting, and Positioning

Part Four: Satisfying Marketing Opportunities

Chapter 9: Developing New Products and Services

Chapter 10: Managing Successful Products, Services, and Brands

Chapter 11: Pricing Products and Services

Chapter 12: Managing Marketing Channels and Supply Chains

Chapter 13: Retailing and Wholesaling

Chapter 14: Integrated Marketing Communications and Direct Marketing

Chapter 15: Advertising, Sales Promotion, and Public Relations

Chapter 16: Using Social Media to Connect with Consumers

Chapter 17: Personal Selling and Sales Management

Chapter 18: Implementing Interactive and Multichannel Marketing

Appendix B: Planning a Career in Marketing