9780131424104

Marketing : An Introduction

by ;
  • ISBN13:

    9780131424104

  • ISBN10:

    0131424106

  • Edition: 7th
  • Format: Paperback
  • Copyright: 1/1/2005
  • Publisher: Prentice Hall
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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 valueforcustomers in order to capture valuefromcustomers 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

Defining Marketing and The Marketing Process
Marketing: Managing Profitable Customer Relationships
Company and Marketing Strategy: Partnering to Build Customer Relationships
Understanding The Marketplace Of Consumers
The Marketing Environment
Managing Marketing Information
Consumer and Business Buyer Behavior
Designing A Customer-Driven Marketing Strategy and Marketing Mix
Segmentation, Targeting, and Positioning: Building the Right Relationships with the Right Customers
Product, Services, and Branding Strategies
New-Product Development and Product Life-Cycle Strategies
Pricing Considerations and Strategies
Marketing Channels and Supply Chain Management
Retailing and Wholesaling
Integrated Marketing Communication: Advertising, Sales Promotion, and Public Relations
Integrated Marketing Communication: Personal Selling and Direct Marketing
Extending Marketing
Marketing in the Digital Age
The Global Marketplace
Marketing and Society: Social Responsibility and Marketing Ethics
Sample Marketing Plan
Video Cases (one per chapter)
Marketing Arithmetic
Careers in Marketing
Glossary/Index
Table of Contents provided by Publisher. All Rights Reserved.

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