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Table of content: PART 1: Understanding Marketing
Chapter 1 Marketing Fundamentals
Chapter 2 The Marketing Environment
PART 2: Understanding Markets and Their Behaviour
Chapter 3 Consumer Behaviour
Chapter 4 Market Research, Metrics, and Analytics
Chapter 5 B2B Marketing
Chapter 6 Segmentation, Targeting, and Positioning
PART 3: Designing Marketing Strategies and Marketing Mix Elements
Chapter 7 Products and Brands
Chapter 8 New Product Development
Chapter 9 Pricing
Chapter 10 Marketing Channels and Supply Chain
Chapter 11 Retailing and Wholesaling
Chapter 12 Marketing Communications
PART 4: Focusing on New and Evolving Areas
Chapter 13 Mobile Marketing and Social Media Marketing
Chapter 14 Customer Relationship Management
PART 5: Putting It All Together
Chapter 15 Marketing and Strategic Planning
Product Details: Language: English
ISBN-10: 125910317X
ISBN-13: 978-1259103179
ISBN-13: 9781259103179
Author:  Roger A. Kerin, Steven W. Hartley, William Rudelius, Christina Clements, Arsenio Bonifacio
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