Marketing Loose Leaf, 2nd Edition

Hunt Marketing emphasizes the universal importance of marketing, not only because students (especially non-marketing majors) want to know “Why does this course matter to me?” but also because everyone is a marketer.

Student engagement and relevance are emphasized throughout the second edition of Hunt Marketing:

• A career focus, to help students understand how marketing will support whatever career path they choose and how to develop their own personal brand.
• Integration of key topics that are part of the daily fabric of marketing―globalization, social media, ethics, and marketing analytics.
• Seamlessly integrated results-driven technology.
• The right content for a semester-long course. With 16 chapters (and further customization available in Create), the second edition of Hunt Marketing provides the perfect content mix for online, hybrid, and face-to-face Principles of Marketing students.

Table of Contents

Part One Marketing in the Twenty-First Century
Chapter 1 Why Marketing Matters to You
Chapter 2 Strategic Planning
Chapter 3 The Global Environment

Part Two Understanding Your Customer
Chapter 4 Consumer Behavior
Chapter 5 Marketing Research
Chapter 6 Product Development
Chapter 7 Segmentation, Targeting, and Positioning

Part Three Reaching Your Customer
Chapter 8 Promotional Strategies
Chapter 9 Supply Chain and Logistics Management
Chapter 10 Pricing
Chapter 11 Retailing
Chapter 12 Personal Selling
Chapter 13 Digital and Social Media Marketing

Part Four Responding to Your Customer
Chapter 14 Customer Relationship Management
Chapter 15 Branding
Chapter 16 Social Responsibility and Sustainability
Appendix: Sample Marketing Plan: Personal Marketing Plan