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- Prepares students for success by teaching skills through examples, explanations, frameworks, models, cases, and practical “how-to” techniques geared toward increasing analytical abilities.
- Additional resources further enhance learning, including new Marketing Analytics: Data to Knowledge exercises in Connect, updated and brand new cases, and completely updated instructor supplements.
- 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.

Table of Contents

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Program Details

1. Marketing’s Value to Consumers, Firms, and Society 
2. Marketing Strategy Planning 
3. Evaluating Opportunities in the Changing Market Environment 
4. Focusing Marketing Strategy with Segmentation and Positioning 
5. Final Consumers and Their Buying Behavior 
6. Business and Organizational Customers and Their Buying Behavior 
7. Improving Decisions with Marketing Information 
8. Elements of Product Planning for Goods and Services 
9. Product Management and New-Product Development 
10. Place and Development of Channel Systems 
11. Distribution Customer Service and Logistics 
12. Retailers, Wholesalers, and Their Strategy Planning 
13. Promotion—Introduction to Integrated Marketing Communications 
14. Personal Selling and Customer Service 
15. Advertising and Sales Promotion 
16. Publicity: Promotion Using Earned Media, Owned Media, and Social Media 
17. Pricing Objectives and Policies 
18. Price Setting in the Business World 
19. Ethical Marketing in a Consumer-Oriented World: Appraisal and Challenges 
Appendix A Economics Fundamentals 
Appendix B Marketing Arithmetic 
Appendix C Career Planning in Marketing 
Appendix D Hillside Veterinary Clinic Marketing Plan