Marketing

Section I: Explaining
Chapter 1 – The Meaning of Marketing
Chapter 2 – The Market in Marketing
Chapter 3 – Marketing in an Organization
Chapter 4 – A Broader Perspective on Marketing

Section II: Creating
Chapter 5 – Value for Customers
Chapter 6 – A Perspective on Behavior
Chapter 7 – Consumer Insights
Chapter 8 – The Brand

Section III: Strategizing
Chapter 9 – The Segment, Target and Position
Chapter 10 – The Marketing Plan

Section IV: Managing
Chapter 11 – Product and Service Strategies
Chapter 12 – Pricing Strategies
Chapter 13 – Supply Chain and Distribution Strategies
Chapter 14 – Consumer Influence Strategies
Chapter 15 – Personal Selling Strategies

Section V: Integrating
Chapter 16 – The Media Mix
Chapter 17 – The Marketing Mix