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TOC
Current
Table of Contents
About the Authors
Acknowledgments
Preface
1
What Is Marketing?
1.1
Defining Marketing
1.2
Who Does Marketing?
1.3
Why Study Marketing?
1.4
Themes and Organization of This Book
1.5
Discussion Questions and Activities
2
Strategic Planning
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2.1
The Value Proposition
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2.2
Components of the Strategic Planning Process
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2.3
Developing Organizational Objectives and Formulating Strategies
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2.4
Where Strategic Planning Occurs within Firms
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2.5
Strategic Portfolio Planning Approaches
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2.6
Discussion Questions and Activities
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3
Consumer Behavior: How People Make Buying Decisions
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3.1
Factors That Influence Consumers’ Buying Behavior
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3.2
Low-Involvement Versus High-Involvement Buying Decisions and the Consumer’s Decision-Making Process
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3.3
Discussion Questions and Activities
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4
Business Buying Behavior
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4.1
The Characteristics of Business-to-Business (B2B) Markets
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4.2
Types of B2B Buyers
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4.3
Buying Centers
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4.4
Stages in the B2B Buying Process and B2B Buying Situations
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4.5
B2B E-Commerce and Social Media Marketing
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4.6
International B2B Markets and Ethics in B2B Markets
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4.7
Discussion Questions and Activities
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5
Market Segmenting, Targeting, and Positioning
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5.1
Targeted Marketing versus Mass Marketing
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5.2
How Markets Are Segmented
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5.3
Selecting Target Markets and Target-Market Strategies
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5.4
Positioning and Repositioning Offerings
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5.5
Discussion Questions and Activities
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6
Creating Offerings
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6.1
What Comprises an Offering?
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6.2
Types of Consumer Offerings
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6.3
Types of Business-to-Business (B2B) Offerings
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6.4
Branding, Labeling, and Packaging
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6.5
Managing the Offering
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6.6
Discussion Questions and Activities
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7
Developing and Managing Offerings
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7.1
The New Offering Development Process
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7.2
Managing Products over the Course of the Product Life Cycle
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7.3
Discussion Questions and Activities
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8
Using Marketing Channels to Create Value for Customers
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8.1
Marketing Channels and Channel Partners
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8.2
Typical Marketing Channels
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8.3
Functions Performed by Channel Partners
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8.4
Marketing Channel Strategies
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8.5
Channel Dynamics
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8.6
Discussion Questions and Activities
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9
Using Supply Chains to Create Value for Customers
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9.1
Sourcing and Procurement
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9.2
Demand Planning and Inventory Control
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9.3
Warehousing and Transportation
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9.4
Track and Trace Systems and Reverse Logistics
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9.5
Discussion Questions and Activities
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10
Gathering and Using Information: Marketing Research and Market Intelligence
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10.1
Marketing Information Systems and the Rise of Big Data
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10.2
Steps in the Marketing Research Process
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10.3
Discussion Questions and Activities
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11
Integrated Marketing Communications and Traditional Media Marketing
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11.1
Integrated Marketing Communications (IMC)
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11.2
The Promotion (Communication) Mix
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11.3
Factors Influencing the Promotion Mix, Communication Process, and Message Problems
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11.4
Message Strategies
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11.5
The Promotion Budget
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11.6
Advertising and Direct Marketing
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11.7
Public Relations, Sponsorships, and Product Placements
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11.8
Sales Promotions
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11.9
Discussion Questions and Activities
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12
Digital Marketing
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12.1
Email Marketing and Search Engine Marketing
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12.2
E-Commerce Marketing and M-Commerce (Mobile) Marketing
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12.3
Social Media Marketing
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12.4
Measuring the Effectiveness of Digital Marketing
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12.5
Discussion Questions and Activities
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13
Professional Selling
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13.1
The Role Professional Salespeople Play
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13.2
Customer Relationships and Selling Strategies
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13.3
Sales Metrics (Measures)
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13.4
Ethics in Sales and Sales Management
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13.5
Aligning Sales and Marketing
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13.6
Outsourcing the Sales Function
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13.7
Discussion Questions and Activities
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14
Customer Satisfaction, Loyalty, and Empowerment
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14.1
Customer Communities
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14.2
Loyalty Management
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14.3
Customer Satisfaction
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14.4
Ethics, Laws, and Customer Empowerment
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14.5
Discussion Questions and Activities
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15
Price, the Only Revenue Generator
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15.1
The Pricing Framework and a Firm’s Pricing Objectives
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15.2
Factors That Affect Pricing Decisions
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15.3
Pricing Strategies
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15.4
Discussion Questions and Activities
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16
The Marketing Plan
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16.1
Marketing Planning Roles
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16.2
Functions of the Marketing Plan
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16.3
Forecasting
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16.4
Ongoing Marketing Planning and Evaluation
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16.5
Discussion Questions and Activities
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