Marketing

(1) Learning objectives outlined at the beginning of each chapter provide guidelines instructors can use in preparing lectures or class activities, and they can help students focus their reading and study more effectively.
(2) Discussion and review questions at the end of each chapter encourage further study and exploration of chapter content, while application questions enhance students' comprehension of important topics.
(3) Eight strategic cases conclude the major sections of the text by requiring students to review and apply concepts covered in the previous chapters in order to answer questions related to each case.
(4) Two in-depth cases at the end of each chapter help students understand and apply key concepts, and one of the cases is related to a video segment suitable for use in class, with homework assignments, or for individual enrichment.
(5) Opening vignettes now include accompanying podcasts of recorded interviews with the featured marketing innovators, allowing students to hear marketing executives recount their experiences in their own words to provide an interesting and effective illustration of the text material's real-world applications.
(6) A new sports/entertainment boxed feature highlights relevant examples from sports, music, and movies, drawing clear and compelling connections between marketing principles and the pop culture students know and enjoy.
(7) An updated supplements package consists of a wide variety of teaching and learning resources that use cutting-edge technology, appealing design, and modern multimedia to meet the diverse needs of today's instructors and students.

Part 1: Marketing Strategy and Customer Relationships.
1. An Overview of Strategic Marketing.
2. Planning, Implementing, and Controlling Marketing Strategies.

Part 2: Environmental Forces and Social and Ethical Responsibilities.
3. The Marketing Environment.
4. Social Responsibility and Ethics in Marketing.

Part 3: Using Information, Technology, and Target Market Analysis.
5. Marketing Research and Information Systems.
6. Target Markets: Segmentation, Evaluation, and Positioning.

Part 4: Customer Behavior.
7. Consumer Buying Behavior.
8. Business Markets and Buying Behavior.
9. Reaching Global Markets.

Part 5: Product Decisions.
10. Product Concepts.
11. Developing and Managing Products.
12. Branding and Packaging.
13. Services Marketing.

Part 6: Distribution Decisions.
14. Marketing Channels and Supply-Chain Management.
15. Retailing, Direct Marketing, and Wholesaling.

Part 7: Promotion Decisions.
16. Integrated Marketing Communications.
17. Advertising and Public Relations.
18. Personal Selling and Sales Promotion.

Part 8: Pricing Decisions.
19. Pricing Concepts.
20. Setting Prices.

Appendix A: Careers in Marketing.
Appendix B: Financial Analysis in Marketing.
Appendix C: Sample Marketing Plan.