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Textbook Details
By Jeff Tanner and Mary Anne Raymond
- Published
- January 2026
- Discipline
- Marketing Textbooks
- ISBN (Digital)
- 979-8-88794-499-9
Brief Table of Contents
- Chapter 1: What Is Marketing?
- Chapter 2: Strategic Planning and Sustainability in the Global Marketplace
- Chapter 3: Gathering and Using Information: Marketing Research and Market Intelligence
- Chapter 4: Consumer Behavior: How People Make Buying Decisions
- Chapter 5: Business Buying Behavior
- Chapter 6: Market Segmenting, Targeting, and Positioning
- Chapter 7: Product and Service Decisions
- Chapter 8: Developing and Managing Offerings
- Chapter 9: The Value Chain: Creating Customer Value Through Supply Chain and Distribution Channels
- Chapter 10: Integrated Marketing Communications and Traditional Media Marketing
- Chapter 11: Digital Marketing
- Chapter 12: Professional Selling
- Chapter 13: Customer Satisfaction, Loyalty, and Empowerment
- Chapter 14: Price, the Only Revenue Generator
- Chapter 15: The Marketing Plan