Part One Discover Marketing Management Chapter 1 Marketing in Today's Business Milieu Chapter 2 Marketing Foundations: Global, Ethical, Sustainable Chapter 3 Elements of Marketing Strategy, Planning, and Competition Part Two Use Information to Drive Marketing Decisions Chapter 4 Market Research Essentials Chapter 5 CRM, Big Data, and Marketing Analytics Chapter 6 Understand Consumer and Business Markets Chapter 7 Segmentation, Target Marketing, and Positioning Part Three Develop the Value Offering-The Product Experience Chapter 8 Product Strategy and New Product Development Chapter 9 Build the Brand Chapter 10 Service as the Core Offering Part Four Price and Deliver the Value Offering Chapter 11 Manage Pricing Decisions Chapter 12 Manage Marketing Channels, Logistics, and Supply Chain Part Five Communicate the Value Offering Chapter 13 Promotion Essentials: Digital and Social Media Marketing Chapter 14 Promotion Essentials: Traditional Approaches |