Foundations of Marketing, 6th Edition

Popular with readers from all backgrounds and interest levels, FOUNDATIONS OF MARKETING, 6th Edition introduces you to the essentials and latest trends in marketing with strong visuals and stimulating, timely discussions. Meaningful coverage of current marketing strategies and concepts includes social media, entrepreneurship, sustainability, globalization, customer relationship management, supply chain management, and e-commerce models. Emerging topics, such as social and environmental responsibility, entrepreneurship, and marketing during transitional times depict the changing nature of business, keeping you in touch with and prepared for a competitive world. Illustrating the issues with captivating photos, screenshots, advertisements, and examples from real life, FOUNDATIONS OF MARKETING, 6th Edition also offers a variety of modern learning supplements, such as podcasts, videos, and an interactive marketing plan, to help you develop the practical decision-making skills you need for professional success.

Table of Contents

Part 1: Strategic Marketing and Its Environment
Ch 1: Customer-Driven Strategic Marketing
Ch 2: Planning, Implementing, and Evaluating Marketing Strategies
Ch 3: The Marketing Environment, Social Responsibility, and Ethics

Part 2: Marketing Research and Target Markets
Ch 4: Marketing Research and Information Systems
Ch 5: Target Markets: Segmentation and Evaluation

Part 3: Customer Behavior and E-Marketing
Ch 6: Consumer Buying Behavior
Ch 7: Business Markets and Buying Behavior
Ch 8: Reaching Global Markets
Ch 9: Digital Marketing and Social Networking

Part 4: Product and Price Decisions
Ch 10: Product, Branding, and Packaging Concepts
Ch 11: Developing and Managing Goods and Services
Ch 12: Pricing Concepts and Management

Part 5: Distribution Decisions
Ch 13: Marketing Channels and Supply-Chain Management
Ch 14: Retailing, Direct Marketing, and Wholesaling

Part 6: Promotion Decisions
Ch 15: Integrated Marketing Communications
Ch 16: Advertising and Public Relations
Ch 17: Personal Selling and Sales Promotion