Marketing, an introduction (Pearson Int.Ed.) (9th Ed.)


Language: Anglais
Cover of the book Marketing, an introduction (Pearson Int.Ed.)

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650 p. · 21x27 cm · Paperback
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. New-Product Development and Life-Cycle Strategies
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. Marketing Ethics and Social Responsibility

1. Company Cases
2. Marketing Plan
3. Marketing by the Numbers
4. Careers in Marketing
Subject Index
Name, Organization, Brand, Company Index