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Capon's Marketing Video Book Bundle
Additional Materials
Additional Materials
Section I - Marketing and the Firm
Chapter 0 - Preface
[Free] Chapter 1 - Introduction to Managing Marketing
-- Chapter 1 [Segment 1 of 4] Introduction to Managing Marketing
-- Chapter 1 [Segment 2 of 4] Introduction to Managing Marketing
-- Chapter 1 [Segment 3 of 4] Introduction to Managing Marketing
-- Chapter 1 [Segment 4 of 4] Introduction to Managing Marketing
Chapter 2 - The Value of Customers
-- Chapter 2 [Segment 1 of 6] The Value of Customers
-- Chapter 2 [Segment 2 of 6] The Value of Customers
-- Chapter 2 [Segment 3 of 6] The Value of Customers
-- Chapter 2 [Segment 4 of 6] The Value of Customers
-- Chapter 2 [Segment 5 of 6] The Value of Customers
-- Chapter 2 [Segment 6 of 6] The Value of Customers
Section II - Fundamental Insights for Strategic Marketing
Chapter 3 - Market Insight
-- Chapter 3 [Segment 1 of 5] Market Insight
-- Chapter 3 [Segment 2 of 5] Market Insight
-- Chapter 3 [Segment 3 of 5] Market Insight
-- Chapter 3 [Segment 4 of 5] Market Insight
-- Chapter 3 [Segment 5 of 5] Market Insight
Chapter 4 - Customer Insight
-- Chapter 4 [Segment 1 of 6] Customer Insight
-- Chapter 4 [Segment 2 of 6] Customer Insight
-- Chapter 4 [Segment 3 of 6] Customer Insight
-- Chapter 4 [Segment 4 of 6] Customer Insight
-- Chapter 4 [Segment 5 of 6] Customer Insight
-- Chapter 4 [Segment 6 of 6] Customer Insight
Chapter 5 - Insight about Competitors, Company, and Complementers
-- Chapter 5 [Segment 1 of 5] Insight about Competitors, Company, and Complementors
-- Chapter 5 [Segment 2 of 5] Insight about Competitors, Company, and Complementors
-- Chapter 5 [Segment 3 of 5] Insight about Competitors, Company, and Complementors
-- Chapter 5 [Segment 4 of 5] Insight about Competitors, Company, and Complementors
-- Chapter 5 [Segment 5 of 5] Insight about Competitors, Company, and Complementors
Chapter 6 - Marketing Research
-- Chapter 6 [Segment 1 of 4] Marketing Research
-- Chapter 6 [Segment 2 of 4] Marketing Research
-- Chapter 6 [Segment 3 of 4] Marketing Research
-- Chapter 6 [Segment 4 of 4] Marketing Research
Transition to Strategic Marketing
Chapter 6 [Transition]
Section III - Strategic Marketing
Chapter 7 - Identifying and Choosing Opportunities
-- Chapter 7 [Segment 1 of 6] Identifying and Choosing Opportunities
-- Chapter 7 [Segment 2 of 6] Identifying and Choosing Opportunities
-- Chapter 7 [Segment 3 of 6] Identifying and Choosing Opportunities
-- Chapter 7 [Segment 4 of 6] Identifying and Choosing Opportunities
-- Chapter 7 [Segment 5 of 6] Identifying and Choosing Opportunities
-- Chapter 7 [Segment 6 of 6] Identifying and Choosing Opportunities
Chapter 8 - Marketing Segmentation and Targeting
-- Chapter 8 [Segment 1 of 5] Marketing Segmentation and Targeting
-- Chapter 8 [Segment 2 of 5] Marketing Segmentation and Targeting
-- Chapter 8 [Segment 3 of 5] Marketing Segmentation and Targeting
-- Chapter 8 [Segment 4 of 5] Marketing Segmentation and Targeting
-- Chapter 8 [Segment 5 of 5] Marketing Segmentation and Targeting
Chapter 9 - Market Strategy: Integrating Firm Efforts for Market Success
-- Chapter 9 [Segment 1 of 4] Market Strategy: Integrating Firm Efforts for Market Success
-- Chapter 9 [Segment 2 of 4] Market Strategy: Integrating Firm Efforts for Market Success
-- Chapter 9 [Segment 3 of 4] Market Strategy: Integrating Firm Efforts for Market Success
-- Chapter 9 [Segment 4 of 4] Market Strategy: Integrating Firm Efforts for Market Success
Chapter 10 - Managing through the Life Cycle
-- Chapter 10 [Segment 1 of 5] Managing through the Life Cycle
-- Chapter 10 [Segment 2 of 5] Managing through the Life Cycle
-- Chapter 10 [Segment 3 of 5] Managing through the Life Cycle
-- Chapter 10 [Segment 4 of 5] Managing through the Life Cycle
-- Chapter 10 [Segment 5 of 5] Managing through the Life Cycle
Chapter 11 - Managing Brands
-- Chapter 11 [Segment 1 of 5] Managing Brands
-- Chapter 11 [Segment 2 of 5] Managing Brands
-- Chapter 11 [Segment 3 of 5] Managing Brands
-- Chapter 11 [Segment 4 of 5] Managing Brands
-- Chapter 11 [Segment 5 of 5] Managing Brands
Section IV - Implementing the Market Strategy
Chapter 12 - Managing the Product Line
-- Chapter 12 [Segment 1 of 7] Managing the Product Line
-- Chapter 12 [Segment 2 of 7] Managing the Product Line
-- Chapter 12 [Segment 3 of 7] Managing the Product Line
-- Chapter 12 [Segment 4 of 7] Managing the Product Line
-- Chapter 12 [Segment 5 of 7] Managing the Product Line
-- Chapter 12 [Segment 6 of 7] Managing the Product Line
-- Chapter 12 [Segment 7 of 7] Managing the Product Line
Chapter 13 - Managing Services and Customer Service
-- Chapter 13 [Segment 1 of 5] Managing Services and Customer Service
-- Chapter 13 [Segment 2 of 5] Managing Services and Customer Service
-- Chapter 13 [Segment 3 of 5] Managing Services and Customer Service
-- Chapter 13 [Segment 4 of 5] Managing Services and Customer Service
-- Chapter 13 [Segment 5 of 5] Managing Services and Customer Service
Chapter 14 - Developing New Products
-- Chapter 14 [Segment 1 of 6] Developing New Products
-- Chapter 14 [Segment 2 of 6] Developing New Products
-- Chapter 14 [Segment 3 of 6] Developing New Products
-- Chapter 14 [Segment 4 of 6] Developing New Products
-- Chapter 14 [Segment 5 of 6] Developing New Products
-- Chapter 14 [Segment 6 of 6] Developing New Products
Chapter 15 - Integrated Marketing Communications
-- Chapter 15 [Segment 1 of 3] Integrated Marketing Communications
-- Chapter 15 [Segment 2 of 3] Integrated Marketing Communications
-- Chapter 15 [Segment 3 of 3] Integrated Marketing Communications
Chapter 16 - Mass and Digital Communiction
-- Chapter 16 [Segment 1 of 6] Mass and Digital Communication
-- Chapter 16 [Segment 2 of 6] Mass and Digital Communication
-- Chapter 16 [Segment 3 of 6] Mass and Digital Communication
-- Chapter 16 [Segment 4 of 6] Mass and Digital Communication
-- Chapter 16 [Segment 5 of 6] Mass and Digital Communication
-- Chapter 16 [Segment 6 of 6] Mass and Digital Communication
Chapter 17 - Directing and Managing the Field Sales Effort
-- Chapter 17 [Segment 1 of 7] Directing and Managing the Field Sales Effort
-- Chapter 17 [Segment 2 of 7] Directing and Managing the Field Sales Effort
-- Chapter 17 [Segment 3 of 7] Directing and Managing the Field Sales Effort
-- Chapter 17 [Segment 4 of 7] Directing and Managing the Field Sales Effort
-- Chapter 17 [Segment 5 of 7] Directing and Managing the Field Sales Effort
-- Chapter 17 [Segment 6 of 7] Directing and Managing the Field Sales Effort
-- Chapter 17 [Segment 7 of 7] Directing and Managing the Field Sales Effort
Chapter 18 - Distribution Decisions
-- Chapter 18 [Segment 1 of 6] Distribution Decisions
-- Chapter 18 [Segment 2 of 6] Distribution Decisions
-- Chapter 18 [Segment 3 of 6] Distribution Decisions
-- Chapter 18 [Segment 4 of 6] Distribution Decisions
-- Chapter 18 [Segment 5 of 6] Distribution Decisions
-- Chapter 18 [Segment 6 of 6] Distribution Decisions
Chapter 19 - Critical Underpinnings for Pricing Decisions
-- Chapter 19 [Segment 1 of 5] Critical Underpinnings for Pricing Decisions
-- Chapter 19 [Segment 2 of 5] Critical Underpinnings for Pricing Decisions
-- Chapter 19 [Segment 3 of 5] Critical Underpinnings for Pricing Decisions
-- Chapter 19 [Segment 4 of 5] Critical Underpinnings for Pricing Decisions
-- Chapter 19 [Segment 5 of 5] Critical Underpinnings for Pricing Decisions
Chapter 20 - Setting Prices
-- Chapter 20 [Segment 1 of 6] Setting Prices
-- Chapter 20 [Segment 2 of 6] Setting Prices
-- Chapter 20 [Segment 3 of 6] Setting Prices
-- Chapter 20 [Segment 4 of 6] Setting Prices
-- Chapter 20 [Segment 5 of 6] Setting Prices
-- Chapter 20 [Segment 6 of 6] Setting Prices
Section V - Special Marketing Topics
Chapter 21 - Ensuring the Firm Implements the Market Offer as Planned
-- Chapter 21 [Segment 1 of 6] Ensuring the Firm Implements the Market Offer as Planned
-- Chapter 21 [Segment 2 of 6] Ensuring the Firm Implements the Market Offer as Planned
-- Chapter 21 [Segment 3 of 6] Ensuring the Firm Implements the Market Offer as Planned
-- Chapter 21 [Segment 4 of 6] Ensuring the Firm Implements the Market Offer as Planned
-- Chapter 21 [Segment 5 of 6] Ensuring the Firm Implements the Market Offer as Planned
-- Chapter 21 [Segment 6 of 6] Ensuring the Firm Implements the Market Offer as Planned
Chapter 22 - Monitoring and Controlling Firm Function and Performance
-- Chapter 22 [Segment 1 of 5] Monitoring and Controlling Firm Functioning and Performance
-- Chapter 22 [Segment 2 of 5] Monitoring and Controlling Firm Functioning and Performance
-- Chapter 22 [Segment 3 of 5] Monitoring and Controlling Firm Functioning and Performance
-- Chapter 22 [Segment 4 of 5] Monitoring and Controlling Firm Functioning and Performance
-- Chapter 22 [Segment 5 of 5] Monitoring and Controlling Firm Functioning and Performance
Chapter 23 - International, Regional, and Global Marketing
-- Chapter 23 [Segment 1 of 5] International, Regional, and Global Marketing
-- Chapter 23 [Segment 2 of 5] International, Regional, and Global Marketing
-- Chapter 23 [Segment 3 of 5] International, Regional, and Global Marketing
-- Chapter 23 [Segment 4 of 5] International, Regional, and Global Marketing
-- Chapter 23 [Segment 5 of 5] International, Regional, and Global Marketing
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-- Chapter 12 [Segment 6 of 7] Managing the Product Line
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