International Marketing Ebook
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CHAPTER 1 MARKETING’S VALUE TO CONSUMERS, FIRMS, AND SOCIETY
CHAPTER 2 MARKETING STRATEGY PLANNING
CHAPTER 3 EVALUATING OPPORTUNITIES IN THE CHANGING MARKET ENVIRONMENT
CHAPTER 4 FOCUSING MARKETING STRATEGY WITH SEGMENTATION AND POSITIONING
CHAPTER 5 FINAL CONSUMERS AND THEIR BUYING BEHAVIOR
CHAPTER 6 BUSINESS AND ORGANIZATIONAL CUSTOMERS AND THEIR BUYING BEHAVIOR
CHAPTER 7 ELEMENTS OF PRODUCT PLANNING FOR GOODS AND SERVICES
CHAPTER 8 PRODUCT MANAGEMENT AND NEW-PRODUCT DEVELOPMENT
CHAPTER 9 PLACE AND DEVELOPMENT OF CHANNEL SYSTEMS
CHAPTER 10 DISTRIBUTION CUSTOMER SERVICE AND LOGISTICS
CHAPTER 11 RETAILERS, WHOLESALERS, AND THEIR STRATEGY PLANNING
CHAPTER 12 PROMOTION—INTRODUCTION TO INTEGRATED MARKETING COMMUNICATIONS
CHAPTER 13 PERSONAL SELLING AND CUSTOMER SERVICE
CHAPTER 14 ADVERTISING AND SALES PROMOTION
CHAPTER 15 PUBLICITY: PROMOTION USING EARNED MEDIA, OWNED MEDIA, AND SOCIAL MEDIA
CHAPTER 16 PRICING OBJECTIVES AND POLICIES
CHAPTER 17 PRICE SETTING IN THE BUSINESS WORLD
Marketing affects almost every aspect of your daily life. The choices you have among the goods and services you buy, the stores where you shop, the social media you interact with, and the streaming music and video you listen to and watch are all possible because of marketing. In the process of providing all these choices, marketing drives organizations to focus on what it takes to satisfy you, the customer. Most of the things you want or need are available conveniently when and where you want or need them.