Includes index.

Assessing the marketplace -- Overview of marketing -- Developing marketing strategies and a marketing plan -- Social and mobile marketing -- Marketing ethics -- Analyzing the marketing environment -- Understanding the marketplace -- Consumer behavior -- Business-to-business marketing -- Global marketing -- Targeting the marketplace -- Segmentation, targeting, and positioning -- Marketing research -- Value creation -- Product, branding, and packaging decisions -- Developing new products -- Services: the intangible product -- Value capture -- Pricing concepts for establishing value -- Strategic pricing methods -- Value delivery : designing the channel and supply chain -- Supply chain and channel management -- Retailing and multichannel marketing -- Value communication -- Integrated marketing communications -- Advertising, public relations, and sales promotions -- Personal selling and sales management -- Glossary -- Chapter quiz answer key -- Chapter notes -- Credits -- Name index -- Company index -- Subject index.

TBS804 MARK804

Suitable for the changing student population, this title has emphasis on experiential learning and focuses on the value that marketers create for the firm. It also provides students with hands-on learning tools through Connect Marketing.