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This reader-friendly marketing book conveys timely and relevant material in a dynamic presentation of how marketing concepts are implemented, and what they mean in the marketplace. It introduces marketing from the perspective of real people making real marketing decisions at leading companiesevery day.Learners will come to understand that marketing is aboutcreating valuefor customers, for companies, and for society as a whole-and they will see how that is accomplished in the real world.A five-part organization covers making marketing value decisions,identifying markets and understanding customers'needs for value, creating the value proposition, communicating the value proposition, and delivering the value proposition.For individuals interested in a career in marketing.
Table of Contents
|Making Marketing Value Decisions|
|Welcome to the World of Marketing: Createand Deliver Value|
|Strategic Market Planning: Capture the Big Picture|
|Thriving in the Marketing Environment: The World Is Flat|
|Understand Consumers' Value Needs|
|Marketing Research: Gather, Analyze, and Use Information|
|Consumer Behavior: How and Why We Buy|
|Business-to-Business Markets: How and Why Organizations Buy|
|Sharpening the Focus: Target Marketing Strategies and Cus-tomer Relationship Management|
|Create the Value Proposition|
|Create the Product|
|Manage the Product|
|Services and Other Intangibles: Marketing the Product That Isn't There|
|Pricing the Product|
|Communicate the Value Proposition|
|Catch the Buzz: Promotional Strategy and Integrated Marketing Communication|
|Advertising, Sales Promotion, and Public Relations|
|Personal Selling, Sales Management, and Direct Marketing|
|Deliver the Value Proposition|
|Deliver Value Through Supply Chain Manage-Ment: Channels of Distribution and Logistics|
|Retailing: Bricks and Clicks|
|Sample Marketing Plan: The S&S Smoothie Company|
|Table of Contents provided by Publisher. All Rights Reserved.|