Home Principles of Marketing

Title Page

License

About the Authors

Acknowledgments

Preface

±  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 Marketing 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