M: Marketing https://www.mheducation.com/cover-images/Jpeg_250-high/1259924033.jpeg?404URL=https://shop.mheducation.com/mhshopweb/images/no_cover_140.png
- A concise, impactful approach to Principles of Marketing on the market, with tightly integrated topics that explore both marketing fundamentals and new influencers, all in an engaging format that allows for easy classroom and assignment management. 
- A robust site of instructor resources and regularly updated author blogs provide a steady stream of current ideas for the classroom.
- Connect: A highly reliable, easy-to-use homework and learning management solution that embeds learning science and award-winning adaptive tools to improve student results. 

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Table of Contents

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Program Details

SECTION 1: ASSESSING THE MARKETPLACE
1 Overview of Marketing
2 Developing Marketing Strategies and a Marketing Plan
3 Social and Mobile Marketing
4 Conscious Marketing, Corporate Social Responsibility, and Ethics
5 Analyzing the Marketing Environment
SECTION 2: UNDERSTANDING THE MARKETPLACE
6 Consumer Behavior
7 Business-to-Business Marketing
8 Global Marketing
SECTION 3: TARGETING THE MARKETPLACE
9 Segmentation, Targeting, and Positioning
10 Marketing Research
SECTION 4: VALUE CREATION
11 Product, Branding, and Packaging Decisions
12 Developing New Products
13 Services: The Intangible Product
SECTION 5: VALUE CAPTURE
14 Pricing Concepts for Establishing Value
SECTION 6: VALUE DELIVERY: DESIGNING THE CHANNEL AND SUPPLY CHAIN
15 Supply Chain and Channel Management
17 Retailing and Omnichannel Marketing
SECTION 7: VALUE COMMUNICATION
18 Integrated Marketing Communications
19 Advertising, Public Relations, and Sales Promotions
20 Personal Selling and Sales Management