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Contents
Front Matter
Acknowledgements
Dedication
I.
Chapter 1
Chapter 1: What is Marketing?
1.1 Defining Marketing
1.2 Who Does Marketing?
1.3 Why Study Marketing?
II.
Chapter 2
Chapter 2: Marketing in Global Markets
2.1 Good Luck Getting Into China
2.2 The International Marketing Plan
2.3 The International Marketing Environment
III.
Chapter 3
Chapter 3: Strategic Planning
3.1 The Value Proposition
3.2 Components of the Strategic Planning Process
3.3 Developing Organizational Objectives and Formulating Strategies
3.4 Where Strategic Planning Occurs within Firms
3.5 Strategic Portfolio Planning Approaches
IV.
Chapter 4
Chapter 4: Gathering and Using Information: Marketing Research and Market Intelligence
4.1 Marketing Information Systems
4.2 Marketing Research: an aid to decision making
4.3 Steps in the Marketing Research Process
V.
Chapter 5
Chapter 5: Understanding Consumer and Business Markets
5.1 Factors That Influence Consumers’ Buying Behavior
5.2 Low-Involvement Versus High-Involvement Buying Decisions and the Consumer’s Decision-Making Process
5.3 The Characteristics of Business-to-Business (B2B) Markets
5.4 Types of B2B Buyers
5.5 Buying Centers
5.6 Stages in the B2B Buying Process and B2B Buying Situations
5.7 Ethics in B2B Markets
VI.
Chapter 6
Chapter 6: Market Segmenting, Targeting, and Positioning
6.1 Targeted Marketing versus Mass Marketing
6.2 How Markets Are Segmented
6.3 Selecting Target Markets and Target-Market Strategies
6.4 Positioning and Repositioning Offerings
VII.
Chapter 7
Chapter 7: Developing and Managing Offerings
7.1 Defining the “new” in a new product
7.2 The New Offering Development Process
7.3 Managing New Products: The Product Life Cycle
VIII.
Chapter 8
Chapter 8: Creating Offerings
8.1 What Composes an Offering?
8.2 Types of Consumer Offerings
8.3 Types of Business-to-Business (B2B) Offerings
8.4 Branding, Labeling, and Packaging
IX.
Chapter 9
Chapter 9: Pricing the Product
9.1 Pricing perspectives
9.2 Pricing objectives
9.3 Pricing approaches
X.
Chapter 10
Chapter 10: Channel concepts – distributing the product
10.1 Role of Distribution Channels
10.2 Channel institutions
10.3 Organizing the channel
XI.
Chapter 11
Chapter 11: Integrated Marketing Communications and the Changing Media Landscape
11.1 Integrated Marketing Communications (IMC)
11.2 Advertising and Direct Marketing, and Message Strategies
11.3 Sales Promotions
XII.
Chapter 12
Chapter 12: Public Relations, Social Media, and Sponsorships
12.1 Public Relations Activities and Tools
12.2 Social Media
XIII.
Chapter 13
Chapter 13: The Marketing Plan
13.1 The Marketing Plan
13.2 Functions of the Marketing Plan
13.3 Forecasting
13.4 Ongoing Marketing Planning and Evaluation
Back Matter
About the Author
Core Principles of Marketing
Dedication
TO MY PARENTS
LATE ARUL JAYA MARY & S JOHN MARIADOSS
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