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* 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 suite of instructor resources and regularly updated author blog provide a steady stream of current ideas for the classroom.

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Table of Contents

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Program Details

section one

ASSESSING THE MARKETPLACE

Chapter 1 Overview of Marketing

Chapter 2 Developing Marketing Strategies and a Marketing Plan

Chapter 3 Social and Mobile Marketing

Chapter 4 Marketing Ethics

Chapter 5 Analyzing the Marketing Environment

section two

UNDERSTANDING THE MARKETPLACE

Chapter 6 Consumer Behavior

Chapter 7 Business-to-Business Marketing

Chapter 8 Global Marketing

section three

TARGETING THE MARKETPLACE

Chapter 9 Segmentation, Targeting, and Positioning

Chapter 10 Marketing Research

section four

VALUE CREATION

Chapter 11 Product, Branding, and Packaging Decisions

Chapter 12 Developing New Products

Chapter 13 Services: The Intangible Product

section five

VALUE CAPTURE

Chapter 14 Pricing Concepts for Establishing Value

section six

VALUE DELIVERY: DESIGNING THE CHANNEL AND SUPPLY CHAIN

Chapter 15 Supply Chain and Channel Management

Chapter 16 Retailing and Omnichannel Marketing

section seven

VALUE COMMUNICATION

Chapter 17 Integrated Marketing Communications

Chapter 18 Advertising, Public Relations, and Sales Promotions

Chapter 19 Personal Selling and Sales Management