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Essentials of Marketing : A Marketing Strategy Planning Approach,9780077216436
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Essentials of Marketing : A Marketing Strategy Planning Approach

by ; ;
Edition:
11th
ISBN13:

9780077216436

ISBN10:
0077216431
Format:
Paperback
Pub. Date:
10/8/2007
Publisher(s):
McGraw-Hill/Irwin

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Summary

This edition of Essentials of Marketing has been critically revised, updated, and rewritten to reflect new concepts, new examples, and recent "best practices." It builds on the foundation pillars of previous editions the four Ps framework, managerial orientation, and strategy planning focus. 11e builds upon its pioneering beginnings that introduced the "four Ps" to the introductory marketing course. Focus of Essentials of Marketing has always been on how to make the marketing decisions that a manager must make in deciding what customers to focus on and how best to meet their needs. This edition extends the strategy planning approach, integrating concepts tightly with the marketing strategy planning model. The authors have made ongoing changes to the text to reflect marketing's best practices and ideas. The supporting materials that accompany it have been more widely used than any other teaching materials for introductory marketing. This edition extends the strategy planning approach, integrating concepts tightly with the marketing strategy planning model.

Table of Contents

A Marketing Strategy Planning Approach
Marketing's Value to Consumers, Firms and Society
Marketing Strategy Planning
Focusing Marketing Strategy with Segmentation and Positioning
Evaluating Opportunities in the Changing Marketing Environment
Final Consumers and Their Buying Behavior
Business and Organizational Customers and Their Buying Behavior
Improving Decisions with Marketing Information
Elements of Product Planning for Goods and Services
Product Management and New- Product Development
Place and Development of Channel Systems
Distribution Customer Service and Logistics
Retailers, Wholesalers, and Their Strategy Planning
Promotion- Introduction to Integrated Marketing Communications
Personal Selling and Customer Service
Advertising and Sales Promotion
Pricing Objectives and Policies
Price Setting in the Business World
Ethical Marketing in Consumer-Oriented Societies
Appraisal and Challenges
Appendices
A. Economics Fundamentals
B. Marketing Arithmetic
C. Career Planning in Marketing
Table of Contents provided by Publisher. All Rights Reserved.


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