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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

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