Marketing Textbook

Marketing is the act of facilitating the exchange of a given commodity for goods, services, and/or money to deliver maximum value to the consumer. From a societal point of view, marketing is the link between a society's material requirements and its economic patterns of response. Marketing satisfies these needs and wants through both the exchange processes and building long-term relationships.

Marketing can be viewed as an organizational function and a set of processes for creating, delivering, and communicating value to customers, and managing customer relationships in ways that benefit the organization and its shareholders. Marketing is the science of choosing target markets through market analysis and market segmentation, as well as understanding consumer buying behavior and providing superior customer value.

The set of engagements necessary for successful marketing management include capturing marketing insights, connecting with customers, building strong brands, shaping the market offerings, delivering and communicating value, creating long-term growth, and developing marketing strategies and plans.

Table Of Content :

1 Introduction to Marketing

2 Marketing Strategies and Planning

3 The Marketing Environment

4 Consumer Marketing

5 Business-to-Business Marketing

6 Services Marketing

7 Global Marketing

8 Pricing

9 Products

10 Branding and Packaging

11 Marketing Channels

12 Integrated Marketing Communications

13 Advertising and Public Relations

14 Personal Selling and Sales Promotion

15 Social Media Marketing

16 Social Responsibility and Ethics in Marketing

17 Introduction to Nonprofit Marketing

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