Table of Contents

Part 1: Make Marketing Value Decisions 

Chapter 1. Welcome to the World of Marketing: Create and Deliver Value 

Chapter 2. Strategic Market Planning: Take the Big Picture 

Chapter 3. Thrive in the Marketing Environment: The World Is Flat 

Part 2: Understand Consumers’ Value Needs 

Chapter 4. Marketing Research: Gather, Analyze, and Use Information 

Chapter 5. Consumer Behavior: How and Why We Buy 

Chapter 6. Business-to-Business Markets: How and Why Organizations Buy

Chapter 7. Sharpen the Focus: Target Marketing Strategies and Customer Relationship Management

Part 3: Create the Value Proposition 

Chapter 8. Create the Product 

Chapter 9. Manage the Product 

Chapter 10. Services and Other Intangibles: Marketing the Product That Isn’t There 

Chapter 11. Price the Product

Part 4: Communicate the Value Proposition 

Chapter 12. Old and New Media: From One to Many to Many to Many 

Chapter 13. Advertising, Sales Promotion, and Public Relations: One to Many

Chapter 14. Personal Selling, Sales Management, and Direct Marketing: One to One 

Part 5: Deliver the Value Proposition 

Chapter 15. Deliver Value through Supply Chain Management, Channels of Distribution, and Logistics 

Chapter 16. Retailing: Bricks and Clicks 

Appendix A: Marketing Plan: The S&S Smoothie Company 

Appendix B: Marketing Math