Marketing : Real People, Real Choices - 5th edition

I. MAKING MARKETING VALUE DECISIONS.

1. Welcome to the World of Marketing: Creating and Delivering Value.
2. Strategic Planning and the Marketing Environment: The Advantage is Undeniable.
3. Think Globally/Act Ethically.

II. IDENTIFYING MARKETS AND UNDERSTANDING CUSTOMERS' NEEDS FOR VALUE.

4. Marketing Information and Research: Analyzing the Business Environment Off-Line and Online.
5. Consumer Behavior: How and Why People Buy.
6. Business-to-Business Markets: How and Why Organizations Buy.
7. Sharpening the Focus: Target Marketing Strategies and Customer Relationship Management.

III. CREATING THE VALUE PROPOSITION.

8. Creating the Product.
9. Managing the Product.
10. Services and Other Intangibles: Marketing the Product that isn't there.
11. Pricing the Product.

IV. COMMUNICATING THE VALUE PROPOSITION.

12. Connecting with the Customer: Integrated Marketing Communications and Interactive Marketing.
13. Advertising and Public Relations: The Beginnings of Marketing Communications.
14. Sales Promotion, Personal Selling, and Sales Management.

V. DELIVERING THE VALUE PROPOSITION.

15. Creating Value through Supply Chain Management: Channels of Distribution, Logistics, and Wholesaling.
16. Retailing: Bricks and Clicks.
Appendix A: Implementing Marketing Plans
Appendix B: Sample Marketing Plan
Appendix C: Marketing Math

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