Comprehensive coverage of marketing environment including microenvironment and macroenvironment forces, consumer buying behavior models, cultural, social, personal and psychological factors affecting purchase decisions.
Explores new product categories, development challenges, venture teams, new product development stages from idea generation through commercialization, and consumer adoption process with adopter categories.
Introduces branding fundamentals, brand definition, role of brands, scope of branding, brand equity definition, customer-based brand equity, Brand Asset Valuator, BRANDZ, Aaker, and Brand Resonance models.
Covers global firm definition, internationalization stages, market entry modes, global marketing advantages and disadvantages, cultural dimensions, product adaptation levels, pricing and distribution strategies.
Examines social criticisms of marketing, consumer impact, deceptive practices, consumerism, environmentalism, public actions regulating marketing, and enlightened marketing principles including societal marketing.