Includes index and glossary.

Content:Section 1:Assessing the marketplace -- Overview of marketing -- Developing marketing strategies and a marketing plan -- Social and mobile marketing -- Marketing ethics -- Analyzing the marketing environment -- Section 2: Understanding the marketplace -- Consumer behavior -- Business- to-business marketing -- Global marketing -- Section 3: Targeting the marketplace -- Segmentation, targeting, and positioning -- Marketing research -- Section 4:Value creation -- Product, branding, and packaging decisions -- Developing new products -- Services: the intangible product -- Section 5: Value capture -- Pricing concepts for establishing value -- Strategic pricing methods -- Section 6:Value delivery designing the channel and supply chain -- Supply chain and channel management -- Retailing and omnichannel marketing -- Section 7:Value communication -- Integrated marketing communications -- Advertising, public relations , and sales promotions -- Personal selling and sales management.