1. An Overview of Marketing 1-1. What Is Marketing? 1-2. Marketing Management Philosophies 1-3. Differences between Sales and Market Orientations 1-4. Why Study Marketing? 2. Strategic Planning for Competitive Advantage
2-1. The Nature of Strategic Planning 2-2. Strategic Business Units 2-3. Strategic Alternatives 2-4. Defining the Business Mission 2-5. Conducting a Situation Analysis 2-6. Competitive Advantage 2-7. Setting Marketing Plan Objectives 2-8. Describing the Target Market 2-10. Following Up on the Marketing Plan 2-11. Effective Strategic Planning
3. Ethics and Social Responsibility 3-1. Determinants of a Civil Society 3-2. The Concept of Ethical Behavior 3-3. Ethical Behavior in Business 3-4. Corporate Social Responsibility 3-5. Arguments For and Against Social Responsibility 3-6. Cause-Related Marketing
4. The Marketing Environment 4-1. The External Marketing Environment 4-2. Social Factors 4-3. Demographic Factors 4-4. Growing Ethnic Markets 4-5. Economic Factors 4-6. Technology and Innovation 4-7. Political and Legal Factors 4-8. Competitive Factors
5. Developing a Global Vision 5-1. Rewards of Global Marketing and the Shifting Global Business Landscape 5-2. Multinational Firms 5-3. External Environment Faced by Global Marketers 5-4. Global Marketing by the Individual Firm 5-5. The Global Marketing Mix 5-6. The Impact of the Internet PART 2. ANALYZING MARKET OPPORTUNITIES 6. Consumer Decision Making 6-1. The Importance of Understanding Consumer Behavior 6-2. The Traditional Consumer Decision-Making Process 6-3. Postpurchase Behavior 6-4. Types of Consumer Buying Decisions and Consumer Involvement 6-5. Reconceptualizing the Consumer Decision-Making Process 6-6. Cultural Influences on Consumer Buying Decisions 6-7. Social Influences on Consumer Buying Decisions 6-7d. Individual Differences in Susceptibility to Social Influences 6-9. Psychological Influences on Consumer Buying Decisions
7. Business Marketing 7-1. What is Business Marketing? 7-2. Trends in B-to-B Internet Marketing 7-3. Relationship Marketing and Strategic Alliances 7-4. Major Categories of Business Customers 7-5. The North American Industry Classification System 7-6. Business Versus Consumer Markets 7-7. Types of Business Products 7-8. Business Buying Behavior
8. Segmenting and Targeting Markets 8-1. Markets and Market Segments 8-2. The Importance of Market Segmentation 8-3. Criteria for Successful Segmentation 8-4. Bases for Segmenting Consumer Markets 8-5. Bases for Segmenting Business Markets 8-6. Steps in Segmenting a Market 8-7. Strategies for Selecting Target Markets 8-8. CRM as a Targeting Tool 8-9. Positioning
9. Marketing Research 9-1. The Role of Marketing Research 9-2. Steps in a Marketing Research Project 9-3. The Profound Impact of the Internet and Smart Devices on Marketing Research 9-4. The Growing Importance of Mobile Research 9-5. Scanner-Based Research 9-6. When Should Marketing Research be Conducted? 9-7. Competitive Intelligence
PART 3. PRODUCT DECISIONS
10. Product Concepts 10-1. What is a Product? 10-2. Types of Consumer Products 10-3. Product Items, Lines, and Mixes 10-4. Branding 10-5. Packaging 10-6. Global Issues in Branding and Packaging 10-7. Product Warranties
11. Developing and Managing Products 11-1. The Importance of New Products 11-2. The New-Product Development Process 11-3. Why Some Products Succeed and Others Fail 11-4. Global Issues in New-Product Development 11-5. The Spread of New Products 11-6. Product Life Cycles
12. Services and Nonprofit Organization Marketing 12-1. The Importance of Services 12-2. How Services Differ from Goods 12-3. Service Quality 12-4. Marketing Mixes for Services 12-5. Relationship Marketing in Services 12-6. Internal Marketing in Service Firms 12-7. Nonprofit Organization Marketing 12-8. Global Issues in Services Marketing PART 4. DISTRIBUTION DECISIONS 13. Supply Chain Management and Marketing Channels 13-1. Supply Chains and Supply Chain Management 13-2. Supply Chain Integration 13-3. The Key Processes of Supply Chain Management 13-4. Sustainable Supply Chain Management 13-5. The Digitalization of the Supply Chain 13-6. Marketing Channels and Channel Intermediaries 13-7. Channel Structures 13-8. Omnichannel versus Multichannel Marketing
14. Retailing 14-1. The Importance of Retailing 14-2. Types of Retailers And Retail Operations 14-3. The Rise of Nonstore Retailing 14-4. Retail Operations Models 14-5. Executing a Retail Marketing Strategy 14-6. Retailing Decisions For Services 14-7. Addressing Retail Product/Service Failures 14-8. Retailer and Retail Customer Trends and Advancements PART 5. PROMOTION AND COMMUNICATION STRATEGIES 15. Marketing Communications 15-1. The Role of Promotion in the Marketing Mix 15-2. Marketing Communication 15-3. The Goals of Promotion 15-4. The Promotional Mix 15-5. Promotional Goals and the Aida Concept 15-6. Integrated Marketing Communications 15-7. Factors Affecting the Promotional Mix
16. Advertising, Public Relations, and Sales Promotion 16-1. The Effects of Advertising 16-2. Major Types of Advertising 16-3. Creative Decisions in Advertising 16-4. Media Decisions in Advertising 16-5. Public Relations 16-6. Sales Promotion
17. Personal Selling and Sales Management 17-1. The Sales Environment 17-2. Personal Selling 17-3. Technology’s Impact on Selling 17-4. Relationship Selling 17-5. Steps in the Selling Process 17-6. Sales Management 17-7. Customer Relationship Management and the Sales Process
18. Social Media and Marketing 18-1. What Are Social Media? 18-2. Creating and Leveraging A Social Media Campaign 18-3. Evaluation and Measurement of Social Media 18-4. Social Behavior of Consumers 18-5. Social Media Tools: Consumer- and Corporate-Generated Content 18-6. Social Media and Mobile Technology 18-7. The Social Media Plan PART 6. PRICING DECISIONS 19. Pricing Concepts 19-1. The Importance of Price 19-2. Pricing Objectives 19-3. The Demand Determinant of Price 19-4. Dynamic Pricing and the Growing Use of Artificial Intelligence in Setting Prices 19-5. The Cost Determinant of Price 19-6. Other Determinants of Price 19-7. How to Set a Price on a Product 19-8. Tactics for Fine-Tuning the Base Price 19-9. The Legality of Price Strategy Appendix