Textbook Details
- 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