The content of the 4th edition reflects the major trends in the managerial practice of marketing, and the pedagogy is crafted around learning and teaching preferences in today''s classroom. Newly incorporated coverage includes the impact of the COVID-19 pandemic on supply chain and crisis management, global privacy practices among Big Tech, Robocalls with the new TRACED Act, influencer marketing, consumer marketing attention to diversity, equity and inclusion, gender-based segmentation, disruptive innovation and enhanced content focused on Gen Z alongside many others! A
Table of Contents
Chapter 1: Marketing in Today’s Business Milieu
Chapter 2: Marketing Foundations: Global, Ethical,Sustainable
Chapter 3: Elements of Marketing Strategy, Planning, andCompetition
Chapter 4: Market Research Essentials
Chapter 5: CRM, Big Data, and Marketing Analytics
Chapter 6: Understand Consumer and Business Markets
Chapter 7: Segmentation, Target Marketing, and Positioning
Chapter 8: Product Strategy and New Product Development
Chapter 9: Build the Brand
Chapter 10: Service as the Core Offering
Chapter 11: Manage Pricing Decisions
Chapter 12: Manage Marketing Channels, Logistics, and SupplyChain
Chapter 13: Promotion Essentials: Digital and Social MediaMarketing
Chapter 14: Promotion Essentials: Legacy Approaches andPersonal Selling
