Chapter 1: Overview of Marketing

Chapter 2: Developing Marketing Strategies and a Marketing Plan

Chapter 3: Social and Mobile Marketing

Chapter 4: Marketing 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: Understanding the Marketplace

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 Establishing Value

Chapter 15: Strategic Pricing Methods

SECTION SIX: Value Delivery: Designing the Channel and Supply Chain

Chapter 16: Supply Chain and Channel Management

Chapter 17: Retailing and Multichannel Marketing

SECTION SEVEN: Value Communication

Chapter 18: Integrated Marketing Communications

Chapter 19: Advertising, Public Relations, and Sales Promotions

Chapter 20: Personal Selling and Sales Management

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