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