9780130263124

Principles of Marketing

by ;
  • ISBN13:

    9780130263124

  • ISBN10:

    0130263125

  • Edition: 9th
  • Format: Hardcover
  • Copyright: 7/26/2005
  • Publisher: Prentice Hall
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Summary

The 12th 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 Marketing" tells 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

I UNDERSTANDING MARKETING AND THE MARKETING PROCESS 3(129)
Marketing in a Changing World: Creating Customer Value and Satisfaction
3(42)
Strategic Planning and the Marketing Process
45(40)
The Marketing Environment
85(44)
II DEVELOPING MARKETING OPPORTUNITIES AND STRATEGIES 129(160)
Marketing Research and Information Systems
129(40)
Consumer Markets and Consumer Buyer Behavior
169(42)
Business Markets and Business Buyer Behavior
211(32)
Market Segmentation, Targeting, and Positioning for Competitive Advantage
243(46)
III DEVELOPING THE MARKETING MIX 289(376)
Product and Services Strategy
289(46)
New-Product Development and Product Life-Cycle Strategies
335(34)
Pricing Products: Pricing Considerations and Approaches
369(28)
Pricing Products: Pricing Strategies
397(32)
Distribution Channels and Logistics Management
429(42)
Retailing and Wholesaling
471(38)
Integrated Marketing Communications Strategy
509(32)
Advertising, Sales Promotion, and Public Relations
541(38)
Personal Selling and Sales Management
579(36)
Direct and Online Marketing: The New Marketing Model
615(50)
IV MANAGING MARKETING 665
Competitive Strategies: Attracting, Retaining, and Growing Customers
665(42)
The Global Marketplace
707(40)
Marketing and Society: Social Responsibility and Marketing Ethics
747
Appendix 1: Measuring and Forecasting Demand A-1
Appendix 2: Marketing Arithmetic A-9
Appendix 3: Careers in Marketing A-16
Glossary G-1
Credits C-1
Subject Index I-1
Name/Organization/Brand/Company Index 12

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