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Table of Contents

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Program Details

PART 1: 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: Scanning the Marketing Environment

Chapter 4: Ethical and Social Responsibility in Marketing

PART 2: UNDERSTANDING BUYERS AND MARKETS

Chapter 5: Understanding Consumer Behavior

Chapter 6: Understanding Organizations as Customers

Chapter 7: Understanding and Reaching Global Consumers and Markets

PART 3: TARGETING MAREKETING OPPORTUNITIES

Chapter 8: Marketing Research: From Customer Insights to Actions

Chapter 9: Market Segmentation, Targeting, and Positioning

PART 4: SATISFYING MARKETING OPPORTUNITIES

Chapter 10: Developing New Products and Services

Chapter 11: Managing Successful Products, Services, and Brands

Chapter 12: Services Marketing

Chapter 13: Building the Price Foundation

Chapter 14: Arriving at the Final Price

Appendix B: Financial Aspects of Marketing

Chapter 15: Managing Marketing Channels and Supply Chains

Chapter 16: Retailing and Wholesaling

Chapter 17: Integrated Marketing Communications and Direct Marketing

Chapter 18: Advertising, Sales Promotion, and Public Relations

Chapter 19: Using Social Media to Connect with Consumers

Chapter 20: Personal Selling and Sales Management

PART 5: MANAGING THE MARKETING PROCESS

Chapter 21: Implementing Interactive and Multichannel Marketing

Chapter 22: Pulling It All Together: The Strategic Marketing Process

Appendix C: Planning a Career in Marketing

Appendix D: Alternate Cases