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Contemporary Marketing 2011,9780538746892
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Contemporary Marketing 2011

by ;
Edition:
1st
ISBN13:

9780538746892

ISBN10:
0538746890
Format:
Paperback
Pub. Date:
1/1/2010
Publisher(s):
Cengage Learning
List Price: $246.95

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Summary

CONTEMPORARY MARKETING, 2011 Edition, includes everything you need to know to begin a successful marketing career, as well as information and insights to help you understand your own professional endeavors as an ongoing marketing adventure. This groundbreaking bestseller includes all components of the marketing mix, along with a wide variety of uniquely compelling and thought-provoking ideas and concepts. CONTEMPORARY MARKETING continues to offer a trusted, thorough guide to fundamental marketing principles, now extensively updated with the newest trends and research in this dynamic discipline.

Table of Contents

Designing Customer-Oriented Marketing Strategies
Marketing: the Art and Science of Satisfying Customers
Strategic Planning in Contemporary Marketing
The Marketing Environment, Ethics, and Social Responsibility
E-Business: Managing the Customer Experience
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
Your Career in Marketing
Developing an Effective Marketing Plan
Financial Analysis in Marketing
Table of Contents provided by Publisher. All Rights Reserved.


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