Description
Book SynopsisTable of ContentsPreface iv
1 What Is Marketing? 1
2 Organizing and Planning for Marketing Strategy 23
3 The Marketing Environment 43
4 Customer Behavior 63
5 The Role of Research in Marketing 88
6 Using Segmentation, Targeting, and Positioning to Distinguish a Brand Within the Market 117
7 Applying the Marketing Mix 146
8 Delivering Products and Brands That Meet Customer Needs 163
9 Place Decisions and Customer Convenience 188
10 Managing Price and Customer Cost Perceptions 212
11 Using Group Promotion to Communicate with Customers 242
12 Using Personalized Promotion to Communicate with Customers 266
13 Encouraging Participation to Connect with Customers via Digital Marketing 285
14 Measuring Marketing Effectiveness Through Metrics 312
15 Finalizing a Marketing Plan 340
Appendix Developing an Integrated Marketing Mix 358
Glossary 376
Company Index 384
Subject Index 387
