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