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Full Description
Marketing was designed to show today's social and digital students how marketing adds value and how firms maintain and rely on value for establishing lasting relationships with customers.
The authors explore both fundamentals and new marketing influences such as digital, social and mobile marketing, marketing analytics, and the psychology influencer on consumer behavior. Written in an engaging, highly visual format with up-to-date examples throughout for today's mobile and modern students and instructors.
Contents
SECTION 1: ASSESSING THE MARKETPLACE
1 Overview of Marketing
2 Developing Marketing Strategies and a Marketing Plan
Appendix 2a: Writing a Marketing Plan
3 Digital Marketing: Online, Social, and Mobile
4 Conscious Marketing, Corporate Social Responsibility, and Ethics
Appendix 4a: Understanding Ethics Using Scenarios
5 Analyzing the Marketing Environment
SECTION 2: UNDERSTANDING THE MARKETPLACE
6 Consumer Behavior
7 Business-to-Business Marketing
8 Global Marketing
SECTION 3: TARGETING THE MARKETPLACE
9 Segmentation, Targeting, and Positioning
10 Marketing Research and Analytics
Appendix 10a: Using Secondary Data to Assess Customer Lifetime Value (CLV)
SECTION 4: VALUE CREATION
11 Product, Branding, and Packaging Decisions
12 Developing New Products
13 Services: The Intangible Product
SECTION 5: VALUE CAPTURE
14 Pricing Concepts for Capturing Value
15 Strategic Pricing Methods and Tactics
SECTION 6: VALUE DELIVERY: DESIGNING THE SUPPLY CHAIN AND MARKETING CHANNELS
16 Supply Chain and Marketing Channel Management
17 Retailing and Omnichannel Marketing
SECTION 7: VALUE COMMUNICATION
18 Integrated Marketing Communications
19 Advertising, Public Relations, and Sales Promotions
20 Personal Selling and Sales Management
