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Brief Table of Contents

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

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