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Textbook Details
By Jeff Tanner and Mary Anne Raymond
- Published
- September 2022
- Discipline
- Marketing Textbooks
- ISBN (Digital)
- 978-1-4533-3921-3
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