Marketing https://www.mheducation.com/cover-images/Jpeg_250-high/1259709078.jpeg?404URL=https://shop.mheducation.com/mhshopweb/images/no_cover_140.png
- Designed to show today’s social, mobile and digital student population how marketing adds value and how firms maintain and rely on value for establishing lasting relationships with their customers. 
- Explores both fundamentals and new marketing influencers and features comprehensive coverage, topics like social media and ethics integrated throughout.
- 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

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