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Textbook Details

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Cover of Principles of Marketing v4.0
Principles of Marketing v4.0
Jeff Tanner and Mary Anne Raymond
March 2019
Marketing Textbooks
ISBN (Digital): 

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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