Chapter 1. Marketings Value to Consumers, Firms, and Society
Chapter 2. Marketing Strategy Planning
Chapter 3. Evaluating Opportunities in the
Changing Market Environment
Chapter 4. Focusing Marketing Strategy with Segmentation and Positioning
Chapter 5. Final Consumers and Their Buying Behavior
Chapter 6. Business and Organizational Customers and Their Buying Behavior
Chapter 7. Improving Decisions with Marketing Information
Chapter 8. Elements of Product Planning for Goods and Services
Chapter 9. Product Management and New-Product Development
Chapter 10. Place and Development of Channel Systems
Chapter 11. Distribution Customer Service and Logistics
Chapter 12. Retailers, Wholesalers, and Their Strategy Planning
Chapter 13. Promotion-Introduction to Integrated Marketing Communications
Chapter 14. Personal Selling and Customer Service
Chapter 15. Advertising and Sales Promotion
Chapter 16. Publicity: Promotion Using Earned Media, Owned Media, and Social Media
Chapter 17. Pricing Objectives and Policies
Chapter 18. Price Setting in the Business World
Chapter 19. Appraisal, Review, and Reflection of Marketing in the 21st Century
Bonus Chapters
Bonus Chapter 1. Implementing and Controlling Marketing Plans: Metrics and Analysis
Bonus Chapter 2. Managing Marketings Link with Other Functional Areas
Appendix A. Economics Fundamentals
Appendix B. Marketing Arithmetic
Appendix C. Career Planning in Marketing
Appendix D. Hillside Veterinary Clinic Marketing Plan
Cases
Glossary
Notes

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