Includes index.

Contents: Assessing the marketplace: Overview of marketing --Developing marketing strategies and a marketing plan -- Social and mobile marketing -- Marketing ethics -- Analyzing the marketing environment -- Understanding the marketing place -- Consumer behavior -- Business-to-business marketing -- Global marketing -- Targeting the marketplace -- Segmentation, targeting, and positioning -- Marketing research -- Value creation: Product, branding, and packaging decisions -- developing new products -- Services: The intangible -- Value capture: Pricing concepts for establishing value -- Strategic pricing methods -- Value delivery: Designing the channel and supply chain: Supply chain and channel management -- Retailing and omnichannel marketing -- Value communication: Integrated marketing communications -- Advertising, public relations, and sales promotions -- Personal selling and sales management.