Table of Contents

Chapter 1: Overview of Marketing Chapter 2: Developing Marketing Strategies and a Marketing Plan Chapter 3: Marketing Ethics Chapter 4: Analyzing the Market Environment Chapter 5: Consumer Behavior Chapter 6: Business-to-Business Marketing Chapter 7: Global Marketing Chapter 8: Segmentation, Targeting, and Positioning Chapter 9: Marketing Research Chapter 10: Product, Branding, and Packaging Decisions Chapter 11: Developing New Products Chapter 12: Services: The Intangible Product Chapter 13: Pricing Concepts for Establishing Value Chapter 14: Strategic Pricing Methods Chapter 15: Supply Chain And Channel Management Chapter 16: Retailing And Multichannel Marketing Chapter 17: Integrated Marketing Communications Chapter 18: Advertising, Public Relations, And Sales Promotions Chapter 19: Personal Selling And Sales Management