Principles of marketing: An applied, collaborative learning approach

 

Table of Contents

 

Chapter One - What is marketing and how does it differ from sales, advertising, and promotion?  

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Chapter Two - What is Marketing Management and what do product managers and marketing managers do?  

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Chapter Three - How do we identify and understand markets?

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Chapter Four - Why do we study buying behavior in Marketing and what have we learned?

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Chapter Five - How companies manage marketing research

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Chapter Six - How do companies decide what products and services to market?

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Chapter Seven - Specific Challenges of Marketing High Technology

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Chapter Eight - How is the pricing decision made?

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Chapter Nine - How do producers get their products and services to their target customers?

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Chapter Ten - What are the options for promoting products and services?

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Chapter Eleven - Creativity and Marketing 

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Chapter Twelve - What is the international market and why is it important?

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  II.  Applications: Exploration of marketing application: Case studies 

Chapter Thirteen - Basic exploration of creating marketing programs: Planning

Chapter Fourteen - Basic exploration of creating marketing programs: Identifying  the target market for a new product or service

Chapter Fifteen - Basic exploration of creating marketing programs: Establishing a way to get the product or service to the target market

Chapter Sixteen - Basic exploration of creating marketing programs: determining price

Chapter Seventeen - Basic Exploration of creating marketing programs: developing the right product and service at the right time and place for the right target market

Chapter Eighteen - Basic Exploration of creating marketing programs: Developing International Programs

Chapter Nineteen - Basic Exploration of creating marketing programs: Marketing High Technology

Chapter Twenty - Basic Exploration of creating marketing programs: Developing the Right Promotion Program

Chapter Twenty-One - Basic Exploration of creating marketing programs: the Zen Character of Learning about Marketing and Customer Focus