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MARKETING 4ED
Because Everyone is a Marketer

C. Shane Hunt , John E. Mello y George D. Deitz

Editorial: McGraw-Hill Higher Education

Edition: 4

publication date: 2024

ISBN: 9781266269189

ISBN ebook: 9781266394461

pages: 657

Language: Inglés

Part One. Marketing in the Twenty-First Century
Chapter 1. Why Marketing Matters to You
Chapter 2. Strategic Planning
Chapter 3. The Global Environment
Part Two. Understanding Your Customer
Chapter 4. Consumer Behavior
Chapter 5. Marketing Research and Analytics
Chapter 6. Product Development
Chapter 7. Segmentation, Targeting, and Positioning
Part Three. Reaching Your Customer
Chapter 8. Promotional Strategies
Chapter 9. Personal Selling
Chapter 10. Supply Chain and Logistics Management
Chapter 11. Pricing
Chapter 12. Retailing
Chapter 13. Digital and Social Media Marketing
Part Four. Responding to Your Customer
Chapter 14. Branding
Chapter 15. Customer Relationship Management
Chapter 16. Social Responsibility and Sustainability
Appendix. Sample Marketing Plan
Glossary

*The digital edition does not include access codes to additional material or programs mentioned in the book.

Hunt/Mello/Deitz Marketing emphasizes the universal importance of marketing, in business, but also in the lives of students, despite their major! The product, the 1st new Principles of Marketing product to be introduced in the past 10 years, was designed with an emphasis on student engagement and relevance.

C. Shane Hunt
Arkansas State University

John E. Mello
Arkansas State University

George D. Deitz
University of Memphis

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