Contemporary Marketing 2009 Update

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  • Edition: 13th
  • Format: Paperback
  • Copyright: 2008-01-04
  • Publisher: South-Western College Pub
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Products often begin their lives as something extraordinary; and as they grow, they continue to evolve. The most successful products in the marketplace are those with known strengths that have been branded and marketed to form a passionate emotional connection with loyal users and relationships with new users every step of the way. In CONTEMPORARY MARKETING 2009 UPDATE, you will find a text that includes everything you need to begin a marketing career, as well as concepts that will help you understand how to look at your own studies and your own career as a marketing adventure. All of the components of the marketing mix are included along with a great deal of other compelling and thought-provoking ideas and concepts. Since its first edition, CONTEMPORARY MARKETING has continued to showcase the foundations of marketing principles while featuring the newest trends and research in the discipline.

Table of Contents

Designing Customer-Oriented Marketing Strategies
Marketing: The Art and Science of Satisfying Customers
Strategic Planning and the Marketing Process
Creating an Effective Marketing Plan
The Marketing Environment, Ethics, and Social Responsibility
E-Business in Contemporary Marketing
Understanding Buyers And Markets
Consumer Behavior
Business-to-Business (B2B) Marketing
Global Marketing
Target Market Selection
Marketing Research and Sales Forecasting
Market Segmentation, Targeting, and Positioning
Relationship Marketing and Customer Relationship Management (CRM)
Product Decisions
Product and Service Strategies
Developing and Managing Brand and Product Categories
Distribution Decisions
Marketing Channels and Supply Chain Management
Retailers, Wholesalers, and Direct Marketers
Promotional Decisions
Integrated Marketing Communications
Advertising and Public Relations
Personal Selling and Sales Promotion
Pricing Decisions
Pricing Concepts
Pricing Strategies
Table of Contents provided by Publisher. All Rights Reserved.

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