Marketing Connect Access 3rd Edition by Shane Hunt, John Mello, George Deitz ISBN 1260800466 978-1260800463

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ISBN 10: 1260800466
ISBN 13:  978-1260800463
Author: Shane Hunt, John Mello, George Deitz 

Hunt Marketing emphasizes the universal importance of marketing, because everyone is a marketer! Marketing 3e was carefully designed to emphasize student engagement and relevance, exemplified in these 4 ways: -Career Focus -Integration of key topics: globalization, social media, ethics & marketing analytics -Seamlessly integrated, results-oriented technology with author-written exercises in Connect with SmartBook 2.0 -Right-sized content for a 1 term course

Marketing Connect Access 3rd Table of contents:

Preface

• Overview of the Book
• Key Features of the 3rd Edition
• How to Use This Book Effectively

Chapter 1: Introduction to Marketing

• Defining Marketing and Its Role in Business
• The Marketing Mix: Product, Price, Place, and Promotion (4Ps)
• Marketing Strategies and Customer-Centric Approach
• The Importance of Consumer Behavior in Marketing
• Digital Transformation and Its Impact on Marketing

Chapter 2: Understanding Consumer Behavior

• Consumer Decision-Making Process
• Psychological, Social, and Cultural Influences on Consumer Behavior
• Consumer Motivation and Needs
• Understanding B2B vs. B2C Buying Behavior
• Ethical Issues and Social Responsibility in Consumer Behavior

Chapter 3: Conducting Marketing Research

• The Role of Marketing Research in Decision-Making
• Types of Marketing Research: Qualitative vs. Quantitative
• Research Methods: Surveys, Focus Groups, and Observations
• Analyzing and Interpreting Data
• Using Marketing Analytics for Better Business Insights

Chapter 4: Segmentation, Targeting, and Positioning (STP)

• Market Segmentation: Identifying Distinct Groups of Consumers
• Targeting: Selecting the Right Market Segments
• Positioning: Developing a Competitive Market Position
• Differentiation Strategies in a Competitive Market
• STP in Digital and Global Marketing

Chapter 5: Product Strategy and Innovation

• Product Development Process and Lifecycle
• Managing Product Portfolio: Extensions and Modifications
• Branding: Building Strong and Memorable Brands
• Innovation and New Product Development
• Product Positioning and Communication

Chapter 6: Pricing Strategies

• Understanding the Role of Pricing in Marketing
• Pricing Models: Cost-Based, Value-Based, and Competition-Based
• Pricing Tactics and Psychological Pricing
• Dynamic Pricing and Price Optimization
• Legal and Ethical Considerations in Pricing

Chapter 7: Distribution and Supply Chain Management

• Distribution Channels: Direct and Indirect Channels
• Channel Design and Distribution Strategies
• Supply Chain Management: Optimizing Efficiency and Cost
• E-commerce and Digital Distribution Platforms
• Logistics and Delivery Systems

Chapter 8: Promotional Strategies

• Integrated Marketing Communications (IMC)
• Advertising: Digital, Print, and Broadcast Media
• Sales Promotions: Discounts, Coupons, and Loyalty Programs
• Public Relations and Sponsorships
• Social Media Marketing: Building Online Communities and Engagement

Chapter 9: Digital Marketing and E-Commerce

• Introduction to Digital Marketing Channels
• Website and Search Engine Optimization (SEO)
• Social Media Marketing and Influencer Marketing
• Online Advertising: Google Ads, Display Ads, and Retargeting
• The Role of E-Commerce in the Modern Business Landscape

Chapter 10: Marketing Analytics and Data-Driven Marketing

• The Importance of Data in Modern Marketing
• Key Marketing Metrics and KPIs
• Using Google Analytics and Other Marketing Tools
• Marketing Automation and Personalization Strategies
• Measuring Return on Investment (ROI) for Marketing Campaigns

Chapter 11: Global Marketing

• Understanding Global Marketing Strategy
• Adapting Marketing Strategies to Different Cultures and Regions
• Challenges in Global Marketing: Legal, Economic, and Ethical Issues
• International Distribution and Global Logistics
• Global Branding and Positioning

Chapter 12: Social Responsibility and Ethics in Marketing

• The Role of Ethics in Marketing Practices
• Corporate Social Responsibility (CSR) and Sustainability
• Ethical Issues in Advertising, Pricing, and Distribution
• Consumer Protection Laws and Regulations
• Marketing’s Role in Addressing Social Issues

Chapter 13: Marketing Strategy and Planning

• Developing a Strategic Marketing Plan
• Analyzing the Marketing Environment: SWOT, PESTEL, and Competitive Analysis
• Setting Marketing Objectives and Goals
• Budgeting and Resource Allocation
• Monitoring, Evaluating, and Adjusting Marketing Strategies

Chapter 14: Marketing in the Future

• Emerging Trends and Technologies in Marketing
• The Impact of Artificial Intelligence, Machine Learning, and Automation
• The Rise of Mobile and Voice Search
• The Future of Consumer Privacy and Data Security
• Sustainability and Ethical Considerations for Future Marketers

Conclusion

• Key Takeaways from Marketing Connect
• Final Thoughts on Evolving Marketing Strategies
• Preparing for Success in a Dynamic Marketing Environment

Appendices

• A. Glossary of Key Marketing Terms
• B. Additional Resources: Websites, Tools, and Journals for Marketers
• C. Index

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