Marketing 

viii,151 pages.

Content:
Chapter 1. The principles of marketing -- Lesson 1. A framework for marketing -- Lesson 2. Needs, wants, and demands -- Lesson 3. Marketing origins, exchange, and value -- Lesson 4. Contemporary approaches to marketing -- Chapter 2. The environment and its opportunities -- Lesson 1. Analyzing the environment -- Lesson 2. Market research methods -- Lesson 3. Demand forecasting -- Chapter 3. Market segments and consumer behavior -- Lesson 1. Consumer behavior -- Lesson 2. Consumer market segmentation -- Lesson 3. Organizational market segmentation -- Chapter 4. Positioning -- Lesson 1. Positioning -- Lesson 2. Positioning maps -- Chapter 5. Product strategies -- Lesson 1. New product strategy -- Lesson 2. Service strategies -- Lesson 3. Branding -- Lesson 4. Developing the brand -- Lesson 5. Building product portfolios -- Chapter 6. Pricing strategies -- Lesson 1. Origins of pricing -- Lesson 2. Price elasticity and inelasticity -- Lesson 3. Pricing methods -- Lesson 4. Pricing strategies and applications -- Chapter 7. Place and placement -- Lesson 1. Place: Distribution design -- Lesson 2. Types of distribution channels -- Lesson 3. Distribution strategies -- Lesson 4. Salesforce management -- Chapter 8. Promotion strategies -- Lesson 1. The promotion mix -- Lesson 2. Above-the-line strategies -- Lesson 3. Below-the line strategies -- Chapter 9. Integrated marketing communications -- Lesson 1. The marketing communication plan -- Lesson 2. Designing the metrics and targets -- Lesson 3. Marketing plan template.