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

*La edición digital no incluye códigos de acceso a material adicional o programas mencionados en el libro.