Essentials of Marketing 18th edition

1 Marketing’s Value to Consumers, Firms,

and Society 2

2 Marketing Strategy Planning 32

3 Evaluating Opportunities in the Changing

Market Environment 60

4 Focusing Marketing Strategy with

Segmentation and Positioning 92

5 Final Consumers and Their Buying

Behavior 124

6 Business and Organizational Customers

and Their Buying Behavior 156

7 Improving Decisions with Marketing

Information 186

8 Elements of Product Planning for Goods

and Services 220

9 Product Management and New-Product

Development 254

10 Place and Development of Channel

Systems 286

11 Distribution Customer Service and

Logistics 318

12 Retailers, Wholesalers, and Their Strategy

Planning 344

13 Promotion—Introduction to Integrated

Marketing Communications 378

14 Personal Selling and Customer

Service 410

15 Advertising and Sales Promotion 442

16 Publicity: Promotion Using Earned Media,

Owned Media, and Social Media 478

17 Pricing Objectives and Policies 518

18 Price Setting in the Business World 552

19 Appraisal, Review, and Reflection of

Marketing in the 21st Century 580

BC1 (full chapter online) Bonus Chapter 1:

Implementing and

Controlling Marketing

Plans: Metrics and

Analysis 611

BC2 (full chapter online) Bonus Chapter 2:

Managing

Marketing’s Link with

Other Functional

Areas 612

Appendix A Economics

(full appendix online) Fundamentals 613

Appendix B Marketing

(full appendix online) Arithmetic 614

Appendix C Career Planning in

(full appendix online) Marketing 615

Appendix D Hillside Veterinary

Clinic Marketing

Plan 616

Cases 644

Glossary 697

Notes 708

Author Index 760

Company Index 775

Subject Index 781