Textbook Details
- By:
- Jeff Tanner and Mary Anne Raymond
- Published:
- April 2015
- Discipline:
- Marketing Textbooks
- ISBN (Digital):
- 978-1-4533-7020-9
Brief Table of Contents
Chapter 1: What Is Marketing?
Chapter 2: Strategic Planning
Chapter 3: Customer Satisfaction, Loyalty, and Empowerment
Chapter 4: Gathering and Using Information: Marketing Research and Market Intelligence
Chapter 5: Market Segmenting, Targeting, and Positioning
Chapter 6: Consumer Behavior: How People Make Buying Decisions
Chapter 7: Business Buying Behavior
Chapter 8: Creating Offerings
Chapter 9: Developing and Managing Offerings
Chapter 10: Price, the Only Revenue Generator
Chapter 11: Using Marketing Channels to Create Value for Customers
Chapter 12: Using Supply Chains to Create Value for Customers
Chapter 13: Integrated Marketing Communications and the Changing Media Landscape
Chapter 14: Public Relations, Social Media, and Sponsorships
Chapter 15: Professional Selling
Chapter 16: The Marketing Plan