9780136102434

Marketing : An Introduction

by ;
  • ISBN13:

    9780136102434

  • ISBN10:

    0136102433

  • Edition: 10th
  • Format: Paperback
  • Copyright: 1/11/2010
  • Publisher: PEARSON
  • View Upgraded Edition

Note: Supplemental materials are not guaranteed with Rental or Used book purchases.

Purchase Benefits

  • Free Shipping On Orders Over $59!
    Your order must be $59 or more to qualify for free economy shipping. Bulk sales, PO's, Marketplace items, eBooks and apparel do not qualify for this offer.
  • Get Rewarded for Ordering Your Textbooks! Enroll Now
List Price: $220.59 Save up to $211.02
  • Rent Book $77.21
    Add to Cart Free Shipping

    TERM
    PRICE
    DUE
    HURRY! ONLY 2 COPIES IN STOCK AT THIS PRICE

Supplemental Materials

What is included with this book?

  • The Used and Rental copies of this book are not guaranteed to include any supplemental materials. Typically, only the book itself is included. This is true even if the title states it includes any access cards, study guides, lab manuals, CDs, etc.

Summary

With engaging real-world examples and information,Marketing: An Introductionshows readers how customer value-creating it and capturing it-drives every effective marketing strategy. Defining Marketing; Marketing Process; Creating and Capturing Customer Value; Company and Marketing Strategy; Partnering to Build Customer Relationships; Understanding the Marketplace and Consumers; Analyzing the Marketing Environment; Managing Marketing Information to Gain Customer Insights; Understanding Consumer and Business Buyer Behavior; Designing a Customer-Driven Marketing Strategy and Marketing Mix; Customer-Driven Marketing Strategy, Creating Value for Target Customers; Products, Services, and Brands; Building Customer Value; Developing New Products and Managing the Product Life Cycle; Pricing; Understanding and Capturing Customer Value; Marketing Channels; Delivering Customer Value; Retailing and Wholesaling; Communicating Customer Value; Advertising and Public Relations; Communicating Customer Value; Personal Selling and Sales Promotion; Direct and Online Marketing; Building Direct Customer Relationships; Extending Marketing; The Global Marketplace; Sustainable Marketing; Social Responsibility and Ethics; Company Cases; Marketing Plan; Marketing by the Numbers; Careers in Marketing For those interested learning more about the fundamentals of marketing.

Table of Contents

Part 1—Defining Marketing and the Marketing Process
1. Marketing: Creating and Capturing Customer Value
2. Company and Marketing Strategy:  Partnering to Build Customer Relationships
Part 2—Understanding the Marketplace and Consumers
3. Analyzing the Marketing Environment
4. Managing Marketing Information to Gain Customer Insights
5. Understanding Consumer and Business Buyer Behavior
Part 3—Designing a Customer-Driven Marketing Strategy and Marketing Mix
6. Customer-Driven Marketing Strategy:  Creating Value for Target Customers
7. Products, Services, and Brands:  Building Customer Value
8. Developing New Products and Managing the Product Life Cycle
9. Pricing: Understanding and Capturing Customer Value
10. Marketing Channels: Delivering Customer Value
11. Retailing and Wholesaling
12. Communicating Customer Value: Advertising and Public Relations
13. Communicating Customer Value: Personal Selling and Sales Promotion
14. Direct and Online Marketing: Building Direct Customer Relationships
Part 4—Extending Marketing
15. The Global Marketplace
16. Sustainable Marketing: Social Responsibility and Ethics

APPENDIXES
Marketing Plan
Marketing by the Numbers



Rewards Program

Customer Reviews

I love this book...! March 23, 2011
by
The textbook came on time, and it was packed in excellent condition, I spent some time finding a textbook which contains such an important data and in organized manner, don't waste a moment and try this one ASAP..!
Flag Review
Please provide a brief explanation for why you are flagging this review:
Submit
Your submission has been received. We will inspect this review as soon as possible. Thank you for your input!
Marketing : An Introduction: 4 out of 5 stars based on 1 user reviews.

Write a Review