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Marketing : An Introduction,9780132744034
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Marketing : An Introduction

by ;
Edition:
11th
ISBN13:

9780132744034

ISBN10:
0132744031
Format:
Paperback
Pub. Date:
1/11/2012
Publisher(s):
Prentice Hall
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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        



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