Marketing: Defined, Explained, Applied

<ul> <li>Chapter 1. The Meaning of Marketing </li> <li>Chapter 2. The Market in Marketing </li> <li>Chapter 3. Planning and Marketing in an Organization </li> <li>Chapter 4. A Broader Perspective on Marketing </li> <li>Chapter 5. Global Marketing </li> <li>Chapter 6. Value for Customers </li> <li>Chapter 7. A Perspective on Consumer Behavior </li> <li>Chapter 8. Consumer Insight </li> <li>Chapter 9. The Brand </li> <li>Chapter 10. Segmenting, Targeting, and Positioning </li> <li>Chapter 11. The Marketing Plan </li> <li>Chapter 12. Product and Service Strategies </li> <li>Chapter 13. Pricing Strategies </li> <li>Chapter 14. Supply Chain and Distribution Strategies </li> <li>Chapter 15. Retailing and Wholesaling </li> <li>Chapter 16. Marketing Communications: Advertising and Sales Promotion </li> <li>Chapter 17. Personal Selling and Direct Marketing Strategies </li> <li>Chapter 18. Integrated Marketing Communications </li> <li>Chapter 19. The Marketing Mix </li> <li>Chapter 20. Marketing Measurement </li> </ul>