You engage perpetually in marketing. Regardless of what you do or eventually do for a living or with your life, you are a marketer.
Do you want more power, influence, and success; all the result of your own ethically and socially responsible behaviors, of course?
Your ability or lack of ability to market yourself and your ideas well will change the arc of your professional and personal life for better or worse. You need to fully learn marketing—from scratch. Imagine how much could be lost if you don’t.
Foundations of Marketing Practice: An Applied Approach:
- expresses the benefits of creating, sustaining, and strengthening exchange relationships.
- is largely based on the experiences of two authors who collectively have created, taught, and executed marketing principles for more than 50 years.
- is Reader Friendly! Learning objectives, photos, diagrams, references, glossary, and an index help the student focus on important concepts and assess their comprehension.
Foreword: Why Care About Marketing—And This Book?
PART I: WHAT IS MARKETING?
Chapter 1: Core Marketing Principles and Concepts
Chapter 2: The Strategic Marketing Management Process
PART II: UNDERSTANDING ENVIRONMENTS AND CUSTOMERS
Chapter 3: The Marketing Environment
Chapter 4: Managing Marketing Information
Chapter 5: Understanding Consumer Decision Making and Behavior
Chapter 6: Understanding Organizational Markets and Organizational Buying Behavior
Chapter 7: Segmentation, Target Marketing, and Positioning
PART III: MANAGING THE MARKETING MIX
Chapter 8: Products, Services, and Life Cycle Management
Chapter 9: Brands and Brand Management
Chapter 10: Developing New Products
Chapter 11: Managing Supply Chain and Logistics Relationships
Chapter 12: Key Intermediaries: Wholesalers, Retailers, and Facilitating Agents
Chapter 13: Pricing and Price Management
Chapter 14: An Introduction to Integrated Marketing Communications
Chapter 15: Advertising, Sales Promotion, Publicity, Public Relations, Personal Selling, and Direct Marketing
PART IV: EXTENDING BASIC MARKETING CONCEPTS AND PRACTICE
Chapter 16: Global Marketing
Chapter 17: Corporate Social Responsibility, Ethics, and Sustainability