Description
Book SynopsisMarketing 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 eighth edition represents the authors' most extensive revision today, exploring both fundamentals and new marketing influencers 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.
Accompanied by McGraw Hill Connect with SmartBook 2.0, our highly reliable, digital teaching and learning solution that embeds learning science and award-winning adaptive tools to improve student results as well as a robust suite of instructor resources and a regularly updated author blog.
Table of ContentsCHAPTER 1: OVERVIEW OF MARKETING
CHAPTER 2: DEVELOPING MARKETING STRATEGIES AND A MARKETING PLAN
CHAPTER 3: DIGITAL MARKETING: ONLINE, SOCIAL, AND MOBILE
CHAPTER 4: CONSCIOUS MARKETING, CORPORATE SOCIAL RESPONSIBILITY, AND ETHICS
CHAPTER 5: ANALYZING THE MARKETING ENVIRONMENT
CHAPTER 6: CONSUMER BEHAVIOR
CHAPTER 7: BUSINESS-TO-BUSINESS MARKETING
CHAPTER 8: GLOBAL MARKETING
CHAPTER 9: SEGMENTATION, TARGETING, AND POSITIONING
CHAPTER 10: MARKETING RESEARCH AND ANALYTICS
CHAPTER 11: PRODUCT, BRANDING, AND PACKAGING DECISIONS
CHAPTER 12: DEVELOPING NEW PRODUCTS
CHAPTER 13: SERVICES: THE INTANGIBLE PRODUCT
CHAPTER 14: PRICING CONCEPTS FOR CAPTURING VALUE
CHAPTER 15: STRATEGIC PRICING METHODS AND TACTICS
CHAPTER 16: SUPPLY CHAIN AND CHANNEL MANAGEMENT
CHAPTER 17: RETAILING AND OMNICHANNEL MARKETING
CHAPTER 18: INTEGRATED MARKETING COMMUNICATIONS
CHAPTER 19: ADVERTISING, PUBLIC RELATIONS, AND SALES PROMOTIONS
CHAPTER 20: PERSONAL SELLING AND SALES MANAGEMENT
