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Marketing : An Introduction,9780136102434
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Marketing : An Introduction

by ;
Edition:
10th
ISBN13:

9780136102434

ISBN10:
0136102433
Format:
Paperback
Pub. Date:
1/11/2010
Publisher(s):
PEARSON
List Price: $209.98

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Customer Reviews

I love this book...!  March 23, 2011
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The textbook came on time, and it was packed in excellent condition, I spent some time finding a textbook which contains such an important data and in organized manner, don't waste a moment and try this one ASAP..!






Marketing : An Introduction: 4 out of 5 stars based on 1 user reviews.

Summary

With engaging real-world examples and information,Marketing: An Introductionshows readers how customer value-creating it and capturing it-drives every effective marketing strategy. Defining Marketing; Marketing Process; Creating and Capturing Customer Value; Company and Marketing Strategy; Partnering to Build Customer Relationships; Understanding the Marketplace and Consumers; Analyzing the Marketing Environment; Managing Marketing Information to Gain Customer Insights; Understanding Consumer and Business Buyer Behavior; Designing a Customer-Driven Marketing Strategy and Marketing Mix; Customer-Driven Marketing Strategy, Creating Value for Target Customers; Products, Services, and Brands; Building Customer Value; Developing New Products and Managing the Product Life Cycle; Pricing; Understanding and Capturing Customer Value; Marketing Channels; Delivering Customer Value; Retailing and Wholesaling; Communicating Customer Value; Advertising and Public Relations; Communicating Customer Value; Personal Selling and Sales Promotion; Direct and Online Marketing; Building Direct Customer Relationships; Extending Marketing; The Global Marketplace; Sustainable Marketing; Social Responsibility and Ethics; Company Cases; Marketing Plan; Marketing by the Numbers; Careers in Marketing For those interested learning more about the fundamentals of marketing.

Table of Contents

Part 1—Defining Marketing and the Marketing Process
1. Marketing: Creating and Capturing Customer Value
2. Company and Marketing Strategy:  Partnering to Build Customer Relationships
Part 2—Understanding the Marketplace and Consumers
3. Analyzing the Marketing Environment
4. Managing Marketing Information to Gain Customer Insights
5. Understanding Consumer and Business Buyer Behavior
Part 3—Designing a Customer-Driven Marketing Strategy and Marketing Mix
6. Customer-Driven Marketing Strategy:  Creating Value for Target Customers
7. Products, Services, and Brands:  Building Customer Value
8. Developing New Products and Managing the Product Life Cycle
9. Pricing: Understanding and Capturing Customer Value
10. Marketing Channels: Delivering Customer Value
11. Retailing and Wholesaling
12. Communicating Customer Value: Advertising and Public Relations
13. Communicating Customer Value: Personal Selling and Sales Promotion
14. Direct and Online Marketing: Building Direct Customer Relationships
Part 4—Extending Marketing
15. The Global Marketplace
16. Sustainable Marketing: Social Responsibility and Ethics

APPENDIXES
Marketing Plan
Marketing by the Numbers





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