Includes index.

Contents: 1.Assessing the marketplace: Overview of marketing --Developing marketing strategies and a marketing plan -- Social and mobile marketing -- Marketing ethics -- Analyzing the marketing environment -- 2. Understanding the marketing place: Consumer behavior -- Business-to-business marketing -- Global marketing -- 3. Targeting the marketplace: Segmentation, targeting, and positioning -- Marketing research -- 4. Value creation: Product, branding, and packaging decisions -- developing new products -- Services: the intangible product -- 5. Value capture: Pricing concepts for establishing value -- Strategic pricing methods -- 6. 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 --