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  • Edition: 1st
  • Format: Hardcover
  • Copyright: 2007-02-20
  • Publisher: McGraw-Hill/Irwin
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This text applies the marketing concept. Marketing and it's supplementary package was built from scratch by focusing on what the market wants. The motto, "Marketing Creates Value" permeates this text and stresses values, ethics, entrepreneurship, assessment and global topics.

Table of Contents

Assessing the Marketplace
Overview of Marketing
Developing Marketing Strategies
Analyzing the Environment
Understanding the Marketplace
Consumer Behavior
Global Markets
Targeting the Marketplace
Segmenting & Targeting
Marketing Research
Value Creation
Developing New Products
Managing the Product Portfolio and Branding
The Role of Services
Value Capture
Pricing Concepts
Setting Prices
Value Delivery
Designing the Channel and Supply Chain Management
Value Communication
Integrated Marketing Communication
Personal Selling
Table of Contents provided by Publisher. All Rights Reserved.

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