9781111528096

MKTG (with Marketing CourseMate with eBook Printed Access Card)

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  • ISBN13:

    9781111528096

  • ISBN10:

    1111528098

  • Edition: 5th
  • Format: Paperback
  • Copyright: 2011-02-24
  • Publisher: South-Western College Pub
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List Price: $54.96

Summary

Created through a "student-tested, faculty-approved" review process with students and faculty, MKTG5 is an engaging and accessible solution to accommodate the diverse lifestyles of today's learners.

Table of Contents

The World of Marketing
An Overview of Marketing
Strategic Planning for Competitive Advantage
Ethics and Social Responsibility
The Marketing Environment
Developing a Global Vision
Analyzing Market Opportunities
Consumer Decision Making
Business Marketing
Segmenting and Targeting Markets
Decision Support Systems and Marketing Research
Product Decisions
Product Concepts
Developing and Managing Products
Services and Nonprofit Organization Marketing
Distribution Decisions
Marketing Channels
Supply Chain Management
Retailing
Promotion and Communication Strategies
Promotional Planning for Competitive Advantage
Advertising and Public Relations
Sales Promotion and Personal Selling
Pricing Decisions
Pricing Concepts
Setting the Right Price
Technology-Driven Marketing
Customer Relationship Management (CRM)
Social Media Marketing
Endnotes
Name and Organization Index
Subject Index
Table of Contents provided by Publisher. All Rights Reserved.

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