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Textbook Details

Principles of Marketing v4.0

By Jeff Tanner and Mary Anne Raymond

Published: March 2019
Discipline: Marketing Textbooks
ISBN (Digital): 978-1-4533-9195-2

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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