Marketing Matters

John E. Cicala, Timothy D. Butler

Marketing Matters is a textbook designed for principles, fundamentals, and intro to marketing courses. It's been written to bring in the most current and relevant content and thinking around marketing, with a strong emphasis on digital marketing, technology, and reconciling traditional and modern marketing methods and strategies.

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Table of Contents for Marketing Matters

Marketing Matters
Chapter 01 Marketing
Chapter 02 The Market
Chapter 03 Influences & Responsibilities
Chapter 04 Marketing to Consumers
Chapter 05 Marketing to Businesses
Chapter 06 Services & other non-products
Chapter 07 Integrated Marketing Communications
Chapter 08 Personal Selling
Chapter 09 Products & Branding
Chapter 10 Retail & E-Commerce
Chapter 11 Pricing
Chapter 12 Evaluation & Application
Chapter 13 All Things Digital