PART ONE: MARKETING IN THE TWENTY-FIRST CENTURY
Chapter 1: Why Marketing Matters to You
Chapter 1 sets the stage by explaining to students the role and relevance of marketing to their lives. Students who have little affinity for marketing and are taking the course only because they “have to” will understand the relevance of marketing from the very first day of class.
Chapter 2: Strategic Planning for a Successful Future
Chapter 2 explains the importance of strategic marketing planning for businesses and nonprofit organizations. Students are introduced to the elements of a marketing plan and then allowed to apply their knowledge as they develop a marketing plan focused on the most important product in their lives: themselves.
Chapter 3: Analysing Your Environment
In Chapter 3, students learn how the external environment influences marketing in an integrated way by examining how both local and global factors impact large companies, small businesses, and nonprofit organisations.
PART TWO: UNDERSTANDING YOUR CUSTOMER
Chapter 4: Marketing Research
In addition to describing the importance of good marketing research and the marketing research process, Chapter 4 illustrates how quality marketing research can drive other marketing decisions, such as new product development and sales forecasts, that are critical to an organization's bottom line.
Chapter 5: Knowing Your Customer: Consumer and Business
Chapter 5 introduces students to the critical elements of buyer behavior for both consumers and businesses in one chapter to help them better understand the similarities and differences between B2C and B2B marketing.
Chapter 6: Developing Your Product
Chapter 6 presents the product development process in a comprehensive way that reflects the real-world challenges in developing and marketing a new product. It also covers traditional product concepts like the consumer adoption process and the product life cycle and illustrates how factors such as ethics play a role in product decisions.
Chapter 7: Segmenting, Targeting, and Finding Your Market Position
In Chapter 7, students are exposed to the essential concepts of market segmentation and positioning in a dynamic way and learn about the challenges of segmenting and targeting markets in both the U.S. and in other parts of the world.
PART THREE: REACHING YOUR CUSTOMER
Chapter 8: Promotional Strategies
Chapter 8 makes students aware of the various tools they can use to communicate the value of their products to customers and the shifting dynamics of promotional strategies, ranging from social media to personal selling.
Chapter 9: Supply Chain and Logistics Management: Adding Value for Your Customers
Chapter 9 includes coverage of transportation and inventory management, practical topics that real-world professionals cite as necessary skills for new college graduates to possess. In addition, it has more coverage of logistics than any other book for a very practical reason: logistics is one of the fastest growing and highest salary-generating fields in all of marketing.
Chapter 10: Pricing for Profit and Customer Value
In response to market feedback on how instructors actually teach their course, pricing concepts have been consolidated into one chapter instead of two. Chapter 10 incorporates the most important elements of this topic into a concise chapter that engages students in pricing terms and strategy without burdening them with the additional content that is more appropriate in an advanced marketing course.
Chapter 11: Building Successful Brands: Your Organization, Your Product, and Yourself
Chapter 11 shows how tools such as social media and product packaging can be helpful in building a successful brand. In addition to learning how to measure brand performance and how to successfully develop a brand for businesses and nonprofit organizations, students are also asked to consider how to manage their own personal brand.
PART FOUR: RESPONDING TO YOUR CUSTOMER
Chapter 12: Managing Your Customer Relationships
Chapter 12 focuses on one of the core aspects of any great marketing organization: customer service. Whether a student works for a retailer, manufacturer, service provider, or nonprofit organization, the concepts and strategies discussed in this chapter will help them see the link between customer service and brand loyalty.
Chapter 13: Social Responsibility and Sustainability
Chapter 13 emphasizes the role social responsibility plays in marketing decisions by illustrating the economic and social benefits to the firm in developing sustainable marketing strategies. Finally, the chapter looks at the challenges marketers face in developing sustainable strategies across the globe.
Chapter 14: Measuring Marketing Performance
The final chapter wraps up the journey through marketing by teaching students how to measure marketing performance and compensate marketing employees. Ultimately, some of the strategies a student implements will work and some will not, but it is essential that they be able to evaluate the success or failure of their ideas and make the appropriate adjustments.