Table of Contents
​Chapter 1: Understanding Marketing
Definition and Importance of Marketing
Steps in Conducting Market Research
Analyzing and Interpreting Data
Understanding Consumer Needs and Wants
Factors Influencing Consumer Behavior
The Consumer Decision-Making Process
Chapter 4: Market Segmentation
Definition and Importance of Market Segmentation
Basis for Segmenting Consumer Markets
Strategies for Segmenting Markets
Chapter 5: Targeting and Positioning
Definition and Importance of Targeting
Criteria for Effective Targeting
Chapter 6: Product Development
Marketing Actions Based on the PLC
New Product Development Process
Product Differentiation and Innovation
Chapter 7: Branding and Brand Equity
Definition and Importance of Branding
Brand Equity and Brand Valuation
Brand Loyalty and Brand Management
Chapter 8: Pricing Concepts and Strategies
Importance of Pricing in the Marketing Mix
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Chapter 9: Channels of Distribution
Importance of Distribution Channels
Types of Distribution Channels
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Chapter 10: Integrated Marketing Communications
Chapter 11: Developing an IMC Plan
Create a Content and Creative Strategy
Integrate and Coordinate Across Channels
Set a Budget and Allocate Resources
Monitor and Measure Performance
Importance of Digital Marketing
Strategies for Digital Marketing
Chapter 13: Social Media Marketing
Importance of Social Media in Marketing
Developing a Social Media Marketing Plan
Measuring Social Media Marketing Success
Chapter 14: Creating a Marketing Plan
Importance of a Marketing Plan
Components of a Marketing Plan
Implementing and Evaluating a Marketing Plan
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