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Marketing : An Introduction,9780130351333
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Marketing : An Introduction

by ;
Edition:
6th
ISBN13:

9780130351333

ISBN10:
0130351334
Format:
Paperback
Pub. Date:
1/1/2003
Publisher(s):
Pearson College Div
List Price: $101.00
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Summary

This accessible, streamlined introduction to marketing by two of today's best-selling marketing authors helps users master the basic principles and practices of modern marketing in an enjoyable and practical way. The new edition is an even more effective text than its predecessors: it is complete, easy to manage, and explains how marketing affects the big picture in business and influences specific company divisions like accounting, information technologies, finance, operations, and human resources. Updated to present the latest marketing thinking, it builds upon a framework which positions marketing as the art and science of creating value "for" customers in order to capture value "from" customers in return. An excellent resource and tool for those employed in the field of marketing and sales; especially helpful for employees of global companies.

Table of Contents

Part 1 UNDERSTANDING MARKETING AND THE MARKETING PROCESS
Marketing in a Changing World: Creating Customer Value and Satisfaction
1(40)
Strategic Planning and the Marketing Process
41(34)
Part 2 ASSESSING OPPORTUNITIES IN A DYNAMIC MARKETING ENVIRONMENT
Marketing in the Internet Age
75(40)
The Marketing Environment
115(38)
Managing Marketing Information
153(36)
Consumer and Business Buyer Behavior
189(44)
Part 3 DEVELOPING MARKETING STRATEGY AND THE MARKETING MIX
Market Segmentation, Targeting, and Positioning for Competitive Advantage
233(42)
Product and Services Strategy
275(44)
New-Product Development and Product Life-Cycle Strategies
319(32)
Pricing Products: Pricing Considerations and Strategies
351(44)
Marketing Channels and Supply Chain Management
395(38)
Retailing and Wholesaling
433(34)
Integrated Marketing Communications: Advertising, Sales Promotion, and Public Relations
467(44)
Integrated Marketing Communications: Personal Selling and Direct Marketing
511(44)
Part 4 EXTENDING MARKETING
The Global Marketplace
555(36)
Marketing and Society: Social Responsibility and Marketing Ethics
591
Appendix 1 Marketing Arithmetic 1(4)
Appendix 2 Careers in Marketing 5
Notes 1(1)
Video Cases 1(1)
Glossary 1(1)
Credits 1(1)
Indexes 1


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