Description: Section One: ASSESSING THE MARKETPLACE Chapter 1: Overview of Marketing Chapter 2: Developing Marketing Strategies and a Marketing Plan Chapter 3: Digital Marketing: Online, Social, and Mobile Chapter 4: Conscious Marketing, Corporate Social Responsibility, and Ethics Chapter 5: Analyzing the Marketing Environment Section Two: UNDERSTANDING THE MARKETPLACE Chapter 6: Consumer Behavior Chapter 7: Business-to-Business Marketing Chapter 8: Global Marketing Section Three: TARGETING THE MARKETPLACE Chapter 9: Segmentation, Targeting, and Positioning Chapter 10: Marketing Research and Analytics Section Four: VALUE CREATION Chapter 11: Product, Branding, and Packaging Decisions Chapter 12: Developing New Products Chapter 13: Services: The Intangible Product Section Five: VALUE CAPTURE Chapter 14: Pricing Concepts for Capturing Value Section Six: VALUE DELIVERY: DESIGNING THE CHANNEL AND SUPPLY CHAIN Chapter 15: Supply Chain and Channel Management Chapter 16: Retailing and Omnichannel Marketing Section Seven: VALUE COMMUNICATION Chapter 17: Integrated Marketing Communications Chapter 18: Advertising, Public Relations, and Sales Promotions Chapter 19: Personal Selling and Sales Management

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