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This is the 13th edition with a publication date of 1/1/2010.
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The 12 th edition of this popular text continues to build on four major marketing themes: building and managing profitable customer relationships, building and managing strong brands to create brand equity, harnessing new marketing technologies in the digital age, and marketing in a socially responsible way around the globe. Thoroughly updated and streamlined,Principles of Marketingtells the stories that reveal the drama of modern marketing, reflecting the major trends and forces that are impacting this dynamic and ever-changing field.Topics include: the marketing environment, managing information, consumer & business buyer behavior, segmentation, targeting, and positioning, branding strategies, distribution channels, advertising and sales promotion, direct marketing, and the global marketplace.An excellent tool for anyone in marketing and sales, whether self- or corporate- employed.
Table of Contents
|Understanding Marketing and the Marketing Process|
|Marketing in a Changing World: Creating Customer Value and Satisfaction|
|Strategic Planning and the Marketing Process|
|The Global Marketing Environment|
|Developing Marketing Opportunities and Strategies|
|Marketing Research and Information Systems|
|Consumer Markets and Consumer Buyer Behaviour|
|Business Markets and Business Buyer Behaviour|
|Market Segmentation, Targeting, and Positioning for Competitive Advantage|
|Developing the Marketing Mix|
|Product and Services Strategies|
|New Product Development and Life Cycle Strategies|
|Pricing Considerations and Strategies|
|Distribution Channels and Logistics Management|
|Retailing and Wholesaling|
|Integrated Marketing Communication Strategy|
|Advertising, Sales, Promotion, and Public Relations|
|Personal Selling and Sales Management|
|Direct and Online Marketing: The New Marketing Model|
|The Global Marketplace|
|Marketing and Society: Social Responsibility and Marketing Ethics|
|Table of Contents provided by Publisher. All Rights Reserved.|