M: Marketing https://www.mheducation.com/cover-images/Jpeg_250-high/0077861027.jpeg?404URL=https://shop.mheducation.com/mhshopweb/images/no_cover_140.png
Table of Contents

Interested in seeing the entire table of contents?


Program Details

Section 1-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 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 and Information Systems

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

Section 6-Value Delivery: Designing the Channel and Supply Chain

Chapter 15: Supply Chain Management

Chapter 16: Retailing and Multichannel Marketing

Section 7-Value Communication

Chapter 17: Integrated Marketing Communications

Chapter 18: Advertising, Public Relations, and Sales Promotions

Chapter 19: Personal Selling and Sales Management