Section One | Assessing the Marketplace |
Chapter 1 | Overview of Marketing |
Chapter 2 | Developing Marketing Strategies and a Marketing Plan |
Chapter 3 | Marketing Ethics |
Chapter 4 | Analyzing the Marketing Environment |
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Section Two | Understanding the Marketplace |
Chapter 5 | Consumer Behavior |
Chapter 6 | Business-to-Business Marketing |
Chapter 7 | Global Marketing |
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Section Three | Targeting the Marketplace |
Chapter 8 | Segmentation, Targeting, and Positioning |
Chapter 9 | Marketing Research and Information Systems |
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Section Four | Value Creation |
Chapter 10 | Product, Branding, and Package Decisions |
Chapter 11 | Developing New Products |
Chapter 12 | Services: The Intangible Product |
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Section Five | Value Capture |
Chapter 13 | Pricing Concepts for Establishing Value |
Chapter 14 | Strategic Pricing Methods |
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Section Six | Value Delivery: Designing the Channel and Supply Chain |
Chapter 15 | Supply Chain Management |
Chapter 16 | Retailing and Multi-Channel Marketing |
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Section Seven | Value Communication |
Chapter 17 | Integrated Marketing Communications |
Chapter 18 | Advertising, Public Relations, and Sales Promotions |
Chapter 19 | Personal Selling and Sales Management |
2010