Section 1: Assessing the Marketplace Chapter 1: Overview of Marketing Chapter 2: Developing Marketing Strategies and a Marketing Plan Chapter 3: Social and Mobile Marketing Chapter 4: Marketing Ethics Chapter 5: Analyzing the Marketing Environment Section 2: Understanding the Marketplace Chapter 6: Consumer Behavior Chapter 7: Business-to-Business Marketing Chapter 8: Global Marketing Section 3: Targeting the Marketplace Chapter 9: Segmentation, Targeting, and Positioning Chapter 10: Marketing Research Section 4: Value Creation Chapter 11: Product, Branding, and Packaging Decisions Chapter 12: Developing New Products Chapter 13: Services: The Intangible Product Section 5: Value Capture Chapter 14: Pricing Concepts for Establishing Value Chapter 15: Strategic Pricing Methods Section 6: Value Delivery: Designing the Channel and Supply Chain Chapter 16: Supply Chain and Channel Management Chapter 17: Retailing and Multichannel Marketing Section 7: Value Communication Chapter 18: Integrated Marketing Communications Chapter 19: Advertising, Public Relations, and Sales Promotions Chapter 20: Personal Selling and Sales Management |