Author, Alan Weber has been a marketing consultant, having worked with hundreds of different organizations, since 1995. He began teaching in 1997, and began working to create the material for this book in 2016. This is his fourth book, but the first e-book of its kind to cover such a broad range of marketing concepts at the college level.
Module 1: Marketing Overview and the Marketing Environment
Module 2: Ethics and Competition
Module 3: Retailing, Wholesaling, and Pricing
Module 4: Consumer Behavior, Segmentation, and Targeting
Module 5: Marketing Research and Marketing Databases
Module 6: Marketing Law and Packaging and Labeling
Module 7: Product Concepts and Product Classifications
Module 8: Brand Management and Product Management
Module 09: New Product Development and Supply Chain/Logistics
Module 10: Services Marketing and Not-for-Profit Marketing
Module 11: Direct & E-Marketing and Business to Business
Module 12: International Marketing, Advertising, and Public Relations (PR)
Module 13: Personal Selling and Sales Management
Module 14: Communication Process and Promotional Strategy