Y2 - Marketing in a global business world

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1. Chapter 1. Defining Marketing for the New Realities
2. Chapter 2. Marketing Strategies and Plans
3. Chapter 3. Marketing Research and Analysis
4. Chapter 4. Building Long-Term Customer Relationships
5. Chapter 5. Buying Dynamics of Consumers and Businesses
6. Chapter 6. Target Marketing
7. Chapter 7. Competitive and Effective Brand Positioning
8. Chapter 8. Branding and Core Business Growth
9. Chapter 10. Analyzing and Marketing Services
10. Chapter 11. Concepts and Tools for Strategic Pricing
11. Chapter 12. Developing and Managing Strategic and Integrated Marketing Channels
12. Chapter 13. Managing Retailing, Wholesaling, and Logistics
13. Chapter 14. Designing and Managing Integrated Marketing Communications
14. Chapter 16. Managing Digital Communications: Online, Social Media, and Mobile Marketing
15. Chapter 15. Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations
16. Chapter 17. Managing Personal Communications: Direct Marketing, Word of Mouth, and Personal Selling
17. Chapter 18. Responsible Marketing in a Global Environment