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Acknowledgements
Dedication
Chapter 1: What is Marketing?
1.1 Defining Marketing
1.2 Who Does Marketing?
1.3 Why Study Marketing?
Chapter 2: Marketing in Global Markets
2.1 Good Luck Getting Into China
2.2 The International Marketing Plan
2.3 The International Marketing Environment
Chapter 3: Strategic Planning
3.1 The Value Proposition
3.2 Components of the Strategic Planning Process
3.3 Developing Organizational Objectives and Formulating Strategies
3.4 Where Strategic Planning Occurs within Firms
3.5 Strategic Portfolio Planning Approaches
Chapter 4: Gathering and Using Information: Marketing Research and Market Intelligence
4.1 Marketing Information Systems
4.2 Marketing Research: an aid to decision making
4.3 Steps in the Marketing Research Process
Chapter 5: Understanding Consumer and Business Markets
5.1 Factors That Influence Consumers’ Buying Behavior
5.2 Low-Involvement Versus High-Involvement Buying Decisions and the Consumer’s Decision-Making Process
5.3 The Characteristics of Business-to-Business (B2B) Markets
5.4 Types of B2B Buyers
5.5 Buying Centers
5.6 Stages in the B2B Buying Process and B2B Buying Situations
5.7 Ethics in B2B Markets
Chapter 6: Market Segmenting, Targeting, and Positioning
6.1 Targeted Marketing versus Mass Marketing
6.2 How Markets Are Segmented
6.3 Selecting Target Markets and Target-Market Strategies
6.4 Positioning and Repositioning Offerings
Chapter 7: Developing and Managing Offerings
7.1 Defining the “new” in a new product
7.2 The New Offering Development Process
7.3 Managing New Products: The Product Life Cycle
Chapter 8: Creating Offerings
8.1 What Composes an Offering?
8.2 Types of Consumer Offerings
8.3 Types of Business-to-Business (B2B) Offerings
8.4 Branding, Labeling, and Packaging
Chapter 9: Pricing the Product
9.1 Pricing perspectives
9.2 Pricing objectives
9.3 Pricing approaches
Chapter 10: Channel concepts – distributing the product
10.1 Role of Distribution Channels
10.2 Channel institutions
10.3 Organizing the channel
Chapter 11: Integrated Marketing Communications and the Changing Media Landscape
11.1 Integrated Marketing Communications (IMC)
11.2 Advertising and Direct Marketing, and Message Strategies
11.3 Sales Promotions
Chapter 12: Public Relations, Social Media, and Sponsorships
12.1 Public Relations Activities and Tools
12.2 Social Media
Chapter 13: The Marketing Plan
13.1 The Marketing Plan
13.2 Functions of the Marketing Plan
13.3 Forecasting
13.4 Ongoing Marketing Planning and Evaluation
About the Author
TO MY PARENTS
LATE ARUL JAYA MARY & S JOHN MARIADOSS
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Core Principles of Marketing Copyright © 2017 by Babu John Mariadoss is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License, except where otherwise noted.