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Contemporary Marketing,9780324536386

Contemporary Marketing

by
Edition:
13th
ISBN13:

9780324536386

ISBN10:
0324536380
Format:
Hardcover
Pub. Date:
1/3/2007
Publisher(s):
Cengage Learning
List Price: $231.95

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Summary

Products often begin their lives as something extraordinary and as they grow they continue to evolve. The most successful products in the marketplace are those that know their strengths and have branded and marketed those strengths to form a passionate emotional connection with loyal users and relationships with new users every step of the way. In CONTEMPORARY MARKETING, 13e, students will find a text that includes everything they need to know in order to begin a marketing career, as well as things that will help them understand how to look at their own studies and their own careers as a marketing adventure. All the components of the marketing mix are included along with a lot of other compelling and thought-provoking ideas and concepts. Since its first edition, CONTEMPORARY MARKETING continues to showcase the foundations of marketing principles while featuring the newest trends and research in the discipline.

Table of Contents

Designing Customer-Oriented Marketing Strategies
Marketing: The Art and Science of Satisfying Customers
Strategic Planning and the Marketing Process
Appendix: Creating an Effective Marketing Plan
The Marketing Environment, Ethics, and Social Responsibility
E-Marketing
Understanding Buyers And Markets
Consumer Behavior
Business-to-Business (B2B) Marketing
Global Marketing
Target Market Selection
Marketing Research and Sales Forecasting
Market Segmentation, Targeting, and Positioning
Relationship Marketing and Customer Relationship Management (CRM)
Product Decisions
Product and Service Strategies
Developing and Managing Brand and Product Categories
Distribution Decisions
Marketing Channels and Supply Chain Management
Retailers, Wholesalers, and Direct Marketers
Promotional Decisions
Integrated Marketing Communications
Advertising and Public Relations
Personal Selling and Sales Promotion
Pricing Decisions
Pricing Concepts
Pricing Strategies
Table of Contents provided by Publisher. All Rights Reserved.


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