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Marketing: Defined, Explained, Applied, 2nd edition

Published by Pearson (July 14, 2021) © 2012

  • Michael P Levens
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Marketing is your go-to guide for understanding the principles of marketing. The unique visual and organizational style of this text presents key information in a clear and easy-to-read format that draws readers into the material. You'll learn what it takes to be a successful marketer in business today.

Brief Contents

  • Chapter 1. The Meaning of Marketing
  • Chapter 2. The Market in Marketing
  • Chapter 3. Planning and Marketing in an Organization
  • Chapter 4. A Broader Perspective on Marketing
  • Chapter 5. Global Marketing
  • Chapter 6. Value for Customers
  • Chapter 7. A Perspective on Consumer Behavior
  • Chapter 8. Consumer Insight
  • Chapter 9. The Brand
  • Chapter 10. Segmenting, Targeting, and Positioning
  • Chapter 11. The Marketing Plan
  • Chapter 12. Product and Service Strategies
  • Chapter 13. Pricing Strategies
  • Chapter 14. Supply Chain and Distribution Strategies
  • Chapter 15. Retailing and Wholesaling
  • Chapter 16. Marketing Communications: Advertising and Sales Promotion
  • Chapter 17. Personal Selling and Direct Marketing Strategies
  • Chapter 18. Integrated Marketing Communications
  • Chapter 19. The Marketing Mix
  • Chapter 20. Marketing Measurement

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