Marketing Loose Leaf,9781264024285

Marketing Loose Leaf

by ; ;
Edition: 3rd
ISBN13: 9781264024285
ISBN10: 1264024282
Format: Loose-leaf
Pub. Date: 2020-01-02
Publisher(s): McGraw Hill
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Table of Contents

PART ONE Marketing in the Twenty-First Century
1. Why Marketing Matters to You 
2. Strategic Planning 
3. The Global Environment 
PART TWO Understanding Your Customer
4. Consumer Behavior 
5. Marketing Research 
6. Product Development 
7. Segmentation, Targeting, and Positioning 
PART THREE Reaching Your Customer 
8. Promotional Strategies 
9. Personal Selling 
10. Supply Chain and Logistics Management 
11. Pricing 
12. Retailing 
13. Digital and Social Media Marketing 
PART FOUR Responding to Your Customer 
14. Branding
15. Customer Relationship Management 
16. Social Responsibility and Sustainability 

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