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Brief Table of Contents

• Chapter 1: What Is Marketing?
• Chapter 2: Strategic Planning
• Chapter 3: Consumer Behavior: How People Make Buying Decisions
• Chapter 4: Business Buying Behavior
• Chapter 5: Market Segmenting, Targeting, and Positioning
• Chapter 6: Product and Service Decisions
• Chapter 7: Developing and Managing Offerings
• Chapter 8: How Marketing Channels Can Be Used to Create Value for Customers
• Chapter 9: Using Supply Chains to Create Value for Customers
• Chapter 10: Gathering and Using Information: Marketing Research and Market Intelligence
• Chapter 11: Integrated Marketing Communications and Traditional Media Marketing
• Chapter 12: Digital Marketing
• Chapter 13: Professional Selling
• Chapter 14: Customer Satisfaction, Loyalty, and Empowerment
• Chapter 15: Price, the Only Revenue Generator
• Chapter 16: The Marketing Plan

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