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9780132744034

Marketing An Introduction

by ;
  • ISBN13:

    9780132744034

  • ISBN10:

    0132744031

  • Edition: 11th
  • Format: Paperback
  • Copyright: 2012-01-11
  • Publisher: Prentice Hall
  • View Upgraded Edition

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Summary

This best-selling, brief text introduces marketing through the lens of creating value for customers. Today's marketing is about creating customer value and building profitable customer relationships. With engaging real-world examples and information, Marketing: An Introductionshows readers how customer valuecreating it and capturing itdrives every effective marketing strategy.

Table of Contents

Part 1: Defining Marketing and the Marketing Process

Chapter 1: Marketing: Creating and Capturing Customer Value        

Chapter 2: Company and Marketing Strategy: Partnering to Build Customer Relationships        

Part 2: Understanding the Marketplace and Consumers

Chapter 3: Analyzing the Marketing Environment        

Chapter 4: Managing Marketing Information to Gain Customer Insights        

Chapter 5: Understanding Consumer and Business Buyer Behavior        

Part 3: Designing a Customer-Driven Strategy and Mix

Chapter 6: Customer-Driven Marketing Strategy: Creating Value for Target Customers        

Chapter 7: Products, Services, and Brands: Building Customer Value        

Chapter 8: New Product Development and Product Life-Cycle Strategies        

Chapter 9: Pricing: Understanding and Capturing Customer Value        

Chapter 10: Marketing Channels: Delivering Customer Value        

Chapter 11: Retailing and Wholesaling        

Chapter 12: Communicating Customer Value: Advertising and Public Relations        

Chapter 13: Personal Selling and Sales Promotion        

Chapter 14: Direct and Online Marketing: Building Direct Customer Relationships

Part 4: Extending Marketing

Chapter 15: The Global Marketplace        

Chapter 16: Sustainable Marketing: Social Responsibility and Ethics        

Supplemental Materials

What is included with this book?

The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any access cards, study guides, lab manuals, CDs, etc.

The Used, Rental and eBook 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.

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