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Full Description
M: Marketing continues to emphasize that marketing adds value an essential theme woven throughout the print and digital elements through Connect. Marketing continues to evolve as industry strategies and communication are impacted by emerging technology, influencer marketing, social responsibility, sustainability, and ethical data collection. Coverage of AI has been threaded throughout the chapters, new innovative products and services, as well as employing new methods and channels are all explored to understand how to reach the customers of today -especially with Gen Z changing the landscape of marketing. Adding Value, Ethical & Societal Dilemma and Social Marketing features in each chapter reflect the ever-changing landscape.
Contents
Section One: ASSESSING THE MARKETPLACE
1. Overview of Marketing
2. Developing Marketing Strategies and a Marketing Plan
3. Digital Marketing: Online, Social, and Mobile
4. Conscious Marketing, Corporate Social Responsibility, and
Ethics
5. Analyzing the Marketing Environment
Section Two: UNDERSTANDING THE MARKETPLACE
6. Consumer Behavior
7. Business-to-Business Marketing
8. Global Marketing
Section Three: TARGETING THE MARKETPLACE
9. Segmentation, Targeting, and Positioning
10. Marketing Research and Analytics
Section Four: VALUE CREATION
11. Product, Branding, and Packaging Decisions
12. Developing New Products
13. Services: The Intangible Product
Section Five: VALUE CAPTURE
14. Pricing Concepts for Capturing Value
Section Six: VALUE DELIVERY: DESIGNING THE CHANNEL
AND SUPPLY CHAIN
15. Supply Chain and Channel Management
16. Retailing and Omnichannel Marketing
Section Seven: VALUE COMMUNICATION
17. Integrated Marketing Communications
18. Advertising, Public Relations, and Sales Promotions
19. Personal Selling and Sales Management
