Marketing, 12th Edition

Engaging and thorough, MARKETING, 12th Edition shows you how marketing principles affect your day-to-day life, as well as their significant influence in business decisions. Core topics include the social marketing phenomenon, entrepreneurship, C.R.M., global perspectives, and ethics, as well as in-depth discussions on key tools of the trade, such as metrics and the marketing plan. Intriguing coverage of newsworthy events clarifies the readings and gets you thinking about your own decisions in the consumer marketplace. Loaded with helpful learning features like detailed appendices, cases, vignettes, boxed features, and videos, MARKETING, 12th Edition gives you countless opportunities to develop and apply critical-thinking skills as you acquire the marketing knowledge essential for success in the business world.

Table of Contents

Part 1: The World of Marketing
Ch 1: An Overview of Marketing
Ch 2: Strategic Planning for Competitive Advantage
Ch 3: Ethics and Social Responsibility
Ch 4: The Marketing Environment
Ch 5: Developing a Global Vision
End of Part 1: Marketing Miscue
Critical Thinking Case

Part 2: Analyzing Marketing Opportunities
Ch 6: Consumer Decision Making
Ch 7: Business Marketing
Ch 8: Segmenting and Targeting Markets
Ch 9: Decision Support Systems and Marketing Research
End of Part 2:Marketing Miscue
Critical Thinking Case

Part 3: Product Decisions
Ch 10: Product Concepts
Ch 11: Developing and Managing Products
Ch 12: Services and Nonprofit Organization Marketing
End of Part 3: Marketing Miscue
Critical Thinking Case

Part 4: Distribution Decisions
Ch 13: Marketing Channels
Ch 14: Supply Chain Management
Ch 15: Retailing
End of Part 4: Marketing Miscue
Critical Thinking Case

Part 5: Promotion and Communication Strategies
Ch 16: Promotional Planning for Competitive Advantage
Ch 17: Advertising and Public Relations
Ch 18: Sales Promotion and Personal Selling
End of Part 5: Marketing Miscue
Critical Thinking Case

Part 6: Pricing Decisions
Ch 19: Pricing Concepts
Ch 20: Setting the Right Price
End of Part 6: Marketing Miscue
Critical Thinking Case

Part 7: Technology-Driven Marketing
Ch 21: Customer Relationship Management (CRM)
Ch 22: Social Media and Marketing
End of Part 7: Marketing Miscue
Critical Thinking Case

Appendix A: Part 1: Marketing Plan Outline
Appendix A: Part 2: The E-motion Software Marketing Plan