9780324185102

Contemporary Marketing With Infotrac

by
  • ISBN13:

    9780324185102

  • ISBN10:

    0324185103

  • Edition: 11th
  • Format: Hardcover
  • Copyright: 1/3/2003
  • Publisher: Cengage Learning
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Summary

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 that know their strengths and have branded and marketed those strengths to form a passionate emotional connection with loyal users and relationships with new users every step of the way. In CONTEMPORARY MARKETING, 13e, students will find a text that includes everything they need to know in order to begin a marketing career, as well as things that will help them understand how to look at their own studies and their own careers as a marketing adventure. All the components of the marketing mix are included along with a lot of other compelling and thought-provoking ideas and concepts. Since its first edition, CONTEMPORARY MARKETING continues 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
Customer-Driven Marketing
Strategic Planning and the Marketing Process
The Marketing Environment, Ethics, and Social Responsibility
Global Dimensions of Marketing
Managing Technology and Information to Achieve Marketing Success
E-Commerce: Electronic Marketing and the Internet for Dot.com and Brick-and-Mortar Marketers
Relationship Marketing and Customer Relationship Management (CRM)
Marketing Research, Decision-Support Systems, and Sales Forecasting
Market Segmentation and Customer Behavior
Market Segmentation, Targeting and Positioning
Consumer Behavior
Business-to-Business (B2B) Marketing
Product strategy
Product Strategies
Category and Brand Management, Product Identification, and New-Product Planning
Pricing Strategy
Price Determination
Managing the Pricing Function
Distribution Strategy
Marketing Channels, Logistics, and Supply Chain Management
Direct Marketing and Marketing Resellers: Retailers and Wholesalers
Promotional Strategy
Integrated Marketing Communications
Advertising, Sales Promotion, and Public Relations
Personal Selling and Sales-Force Management
Developing a Marketing Plan
Financial Analysis in Marketing
Table of Contents provided by Publisher. All Rights Reserved.

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