Marketing 2016

Brief Contents
Contents
Preface
Part 1: Marketing Strategy and Customer Relationships
	Ch 1: An Overview of Strategic Marketing
		Marketing Insights: Publix Provides the Full Service Experience
		1-1 Defining Marketing
		1-2 Marketing Deals with Products, Distribution, Promotion, and Price
		1-3 Marketing Creates Value
		1-4 Marketing Occurs in a Dynamic Environment
		1-5 Understanding the Marketing Concept
		1-6 Customer Relationship Management
		1-7 The Importance of Marketing in Our Global Economy
		Summary
	Ch 2: Planning, Implementing, and Evaluating Marketing Strategies
		2-1 The Strategic Planning Process
		2-2 Managing Marketing Implementation
		2-3 Evaluating Marketing Strategies
		2-4 Creating the Marketing Plan
		Summary
Part 2: Environmental Forces and Social and Ethical Responsibilities
	Ch 3: The Marketing Environment
		3-1 Examining and Responding to the Marketing Environment
		3-2 Competitive Forces
		3-3 Economic Forces
		3-4 Political Forces
		3-5 Legal and Regulatory Forces
		3-6 Technological Forces
		3-7 Sociocultural Forces
		Summary
	Ch 4: Social Responsibility and Ethics in Marketing
		4-1 The Nature of Social Responsibility
		4-2 Marketing Ethics
		4-3 The Nature of Marketing Ethics
		4-4 Improving Marketing Ethics
		4-5 Incorporating Social Responsibility and Ethics into Strategic Planning
		Summary
Part 3: Marketing Research and Target Market Analysis
	Ch 5: Marketing Research and Information Systems
		5-1 The Importance of Marketing Research
		5-2 Types of Research
		5-3 The Marketing Research Process
		5-4 Using Technology to Improve Marketing Information Gathering and Analysis
		5-5 Issues in Marketing Research
		Summary
	Ch 6: Target Markets: Segmentation and Evaluation
		6-1 What are Markets?
		6-2 Target Market Selection Process
		6-3 Step 1: Identify the Appropriate Targeting Strategy
		6-4 Step 2: Determine Which Segmentation Variables to Use
		6-5 Step 3: Develop Market Segment Profiles
		6-6 Step 4: Evaluate Relevant Market Segments
		6-7 Step 5: Select Specific Target Markets
		6-8 Developing Sales Forecasts
		Summary
Part 4: Buying Behavior, Global Marketing, and Digital Marketing
	Ch 7: Consumer Buying Behavior
		7-1 Consumer Buying Decision Process
		7-2 Types of Consumer Decision Making and Level of Involvement
		7-3 Situational Influences on the Buying Decision Process
		7-4 Psychological Influences on the Buying Decision Process
		7-5 Social Influences on the Buying Decision Process
		7-6 Consumer Misbehavior
		Summary
	Ch 8: Business Markets and Buying Behavior
		8-1 Business Markets
		8-2 Dimensions of Marketing to Business Customers
		8-3 Demand for Business Products
		8-4 Business Buying Decisions
		8-5 Industrial Classification Systems
		Summary
	Ch 9: Reaching Global Markets
		9-1 Define International Marketing
		9-2 Environmental Forces in Global Markets
		9-3 Regional Trade Alliances, Markets, and Agreements
		9-4 Modes of Entry into International Markets
		9-5 Global Organizational Structures
		9-6 Customization versus Globalization of International Marketing Mixes
		Summary
	Ch 10: Digital Marketing and Social Networking
		10-1 Defining Digital Marketing
		10-2 Growth and Benefits of Digital Marketing
		10-3 Types of Consumer-Generated Marketing and Digital Media
		10-4 Changing Digital Media Behaviors of Consumers
		10-5 E-Marketing Strategy
		10-6 Ethical and Legal Issues
		Summary
Part 5: Product Decisions
	Ch 11: Product Concepts, Branding, and Packaging
		11-1 What is a Product?
		11-2 Classifying Products
		11-3 Product Line and Product Mix
		11-4 Product Life Cycles and Marketing Strategies
		11-5 Product Adoption Process
		11-6 Branding
		11-7 Packaging
		11-8 Labeling
		Summary
	Ch 12: Developing and Managing Products
		12-1 Managing Existing Products
		12-2 Developing New Products
		12-3 Product Differentiation through Quality, Design, and Support Services
		12-4 Product Positioning and Repositioning
		12-5 Product Deletion
		12-6 Organizing to Develop and Manage Products
		Summary
	Ch 13: Services Marketing
		13-1 The Growth and Importance of Services
		13-2 Characteristics of Services
		13-3 Developing and Managing Marketing Mixes for Services
		13-4 Service Quality
		13-5 Nonprofit Marketing
		Summary
Part 6: Distribution Decisions
	Ch 14: Marketing Channels and Supply-Chain Management
		14-1 Foundations of the Supply Chain
		14-2 The Role of Marketing Channels in Supply Chains
		14-3 Intensity of Market Coverage
		14-4 Strategic Issues in Marketing Channels
		14-5 Physical Distribution in Supply-Chain Management
		14-6 Legal Issues in Channel Management
		Summary
	Ch 15: Retailing, Direct Marketing, and Wholesaling
		15-1 Retailing
		15-2 Major Types of Retail Stores
		15-3 Strategic Issues in Retailing
		15-4 Direct Marketing, Direct Selling, and Vending
		15-5 Franchising
		15-6 Wholesaling
		Summary
Part 7: Promotion Decisions
	Ch 16: Integrated Marketing Communications
		16-1 The Nature of Integrated Marketing Communications
		16-2 Promotion and the Communication Process
		16-3 The Role and Objectives of Promotion
		16-4 The Promotion Mix
		16-5 Selecting Promotion Mix Factors
		16-6 The Impact of Word-of-Mouth Communications on Promotion
		16-7 Product Placement as Promotion
		16-8 Criticisms and Defenses of Promotion
		Summary
	Ch 17: Advertising and Public Relations
		17-1 The Nature and Types of Advertising
		17-2 Developing an Advertising Campaign
		17-3 Who Develops the Advertising Campaign?
		17-4 Public Relations
		17-5 Public Relations Tools
		17-6 Evaluating Public Relations Effectiveness
		Summary
	Ch 18: Personal Selling and Sales Promotion
		18-1 The Nature and Goals of Personal Selling
		18-2 Steps of the Personal Selling Process
		18-3 Types of Salespeople
		18-4 Team Selling and Relationship Selling
		18-5 Sales Force Management
		18-6 Sales Promotion
		18-7 Consumer Sales Promotion Methods
		18-8 Trade Sales Promotion Methods
		Summary
Part 8: Pricing Decisions
	Ch 19: Pricing Concepts
		19-1 The Importance of Price in Marketing
		19-2 Price and Nonprice Competition
		19-3 Demand Curves and Price Elasticity
		19-4 Demand, Cost, and Profit Relationships
		19-5 Factors That Affect Pricing Decisions
		19-6 Pricing for Business Markets
		Summary
	Ch 20: Setting Prices
		20-1 Development of Pricing Objectives
		20-2 Assessment of the Target Market\'s Evaluation of Price
		20-3 Evaluation of Competitors\' Prices
		20-4 Selection of a Basis for Pricing
		20-5 Selection of a Pricing Strategy
		20-6 Determination of a Specific Price
		Summary
Glossary
Name Index
Organization Index
Subject Index