Marketing

Marketing by C. Shane Hunt and John E. Mello was designed to demonstrate to students the connection between marketing and their future careers, whether students choose to pursue a major in marketing or another field. With a number of features to support this effort, including career tips in every chapter and a comprehensive marketing plan exercise that focuses on marketing the most important product in students’ lives: themselves, Marketing is the most practical content available for the Principles of Marketing course. Supported by results-driven technology in McGraw-Hill’ Connect Marketing and a focused table of contents covering all of the foundational topics in fourteen concise chapters, Marketing is the smart choice for instructors and students to adopt for the Principles of Marketing course.

Table of Contents

Part One: Marketing In The Twenty-First Century
Chapter 1 Why Marketing Matters To You
Chapter 2 Strategic Planning For A Successful Future
Chapter 3 Analyzing Your Environment

Part Two: Understanding Your Customer
Chapter 4 Marketing Research
Chapter 5 Knowing Your Customer: Consumer And Business
Chapter 6 Developing Your Product
Chapter 7 Segmenting, Targeting, And Finding Your Market Position

Part Three: Reaching Your Customer
Chapter 8 Promotional Strategies
Chapter 9 Supply Chain And Logistics Management: Adding Value For Your Customers
Chapter 10 Pricing For Profit And Customer Value
Chapter 11 Building Successful Brands: Your Organization, Your Product, And Yourself

Part Four: Responding To Your Customer
Chapter 12 Managing Your Customer Relationships
Chapter 13 Social Responsibility And Sustainability
Chapter 14 Measuring Marketing Performance

Appendix: Sample Marketing Plan: Personal Marketing Plan