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Textbook Details

By Jeff Tanner and Mary Anne Raymond

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: Creating Offerings
Chapter 7: Developing and Managing Offerings
Chapter 8: Using Distribution Channels 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: Advertising, Integrated Marketing Communications, and the Changing Media Landscape
Chapter 12: Public Relations and Sales Promotions
Chapter 13: Professional Selling
Chapter 14: Customer Satisfaction, Loyalty, and Empowerment
Chapter 15: Price, the Only Revenue Generator
Chapter 16: The Marketing Plan
Chapter 17: Effective Business Communication
Chapter 18: Understanding Your Audience
Chapter 19: Writing Preparation
Chapter 20: Developing Business Presentations
Chapter 21: Nonverbal Delivery
Chapter 22: Organization and Outlines
Chapter 23: Intercultural and International Business Communication
Chapter 24: Group Communication, Teamwork, and Leadership

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