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Printed in B&W. Released Jan 25, 2023. Principles of Marketing is designed to meet the scope and sequence for a one-semester marketing course for undergraduate business majors and minors. Principles of Marketing provides a solid grounding in the core concepts and frameworks of marketing theory and analysis so that business students interested in a major or minor in marketing will also be prepared for more rigorous, upper-level elective courses. Concepts are further reinforced through detailed, diverse, and realistic company and organization scenarios and examples from various industries and geographical locations. To illuminate the meaningful applications and implications of marketing ideas, the book incorporates a modern approach providing connections between topics, solutions, and real-world problems. Principles of Marketing is modular, allowing flexibility for courses with varied learning outcomes and coverage. Table of Contents Unit 1. Setting the Stage Chapter 1. Marketing and Customer Value Chapter 2. Strategic Planning in Marketing Unit 2. Understanding the Marketplace Chapter 3. Consumer Markets and Purchasing Behavior Chapter 4. Business Markets and Purchasing Behavior Chapter 5. Market Segmentation, Targeting, and Positioning Chapter 6. Marketing Research and Market Intelligence Chapter 7. Marketing in a Global Environment Chapter 8. Marketing in a Diverse Marketplace Unit 3. Product, Promotion, Price, and Place Chapter 9. Products: Consumer Offerings Chapter 10. Maintaining a Competitive Edge with New Offerings Chapter 11. Services: The Intangible Product Chapter 12. Pricing Products and Services Chapter 13. Integrated Marketing Communications Chapter 14. The Promotion Mix: Advertising and Public Relations Chapter 15. The Promotion Mix: Personal Selling and Sales Promotion Chapter 16. Direct, Online, Social Media, and Mobile Marketing Chapter 17. Distribution: Delivering Customer Value Chapter 18. Retailing and Wholesaling Chapt