Principles of Marketing: Student Value Edition

ISBN-10: 0133128245
ISBN-13: 9780133128246
Edition: 2013
List price: $157.13
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Description: Readers interested in an overview of marketing strategies and techniques.Learn how to create value and gain loyal customers. Principles of Marketing helps current and aspiring marketers master today’s key marketing challenge: to create vibrant,  More...

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Book details

List price: $157.13
Copyright year: 2013
Publisher: Pearson College Div
Binding: Cloth Text 
Pages: 734
Size: 8.25" wide x 11.00" long x 1.00" tall
Weight: 2.706
Language: English

Readers interested in an overview of marketing strategies and techniques.Learn how to create value and gain loyal customers. Principles of Marketing helps current and aspiring marketers master today’s key marketing challenge: to create vibrant, interactive communities of consumers who make products and brands a part of their daily lives. Presenting fundamental marketing information within an innovative customer-value framework, the book helps readers understand how to create value and gain loyal customers.The fifteenth edition has been thoroughly revised to reflect the major trends and forces impacting marketing in this era of customer value and high-tech customer relationships. Emphasizing the great role that technology plays in contemporary marketing, it’s packed with new stories and examples illustrating how companies employ technology to gain competitive advantage—from traditional marketing all-stars such as P&G and McDonald’s to new-age digital competitors such as Apple and Google.

Defining Marketing and the Marketing Process
Marketing: 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
Consumer Markets and Consumer Buyer Behavior
Business Markets and Business Buyer Behavior
Designing a Customer-Driven Strategy and Mix
Consumer-Driven Marketing Strategy
Products, Services, and Brands: Building Customer Value
New Product Development and Product Life-Cycle Strategies
Pricing: Understanding and Capturing Customer Value
Pricing Strategies
Marketing Channels: Delivering Customer Value
Retailing and Wholesaling
Communicating Customer Value: Integrated Marketing Communications Strategy
Advertising and Public Relations
Personal Selling and Sales Promotion
Direct and Online Marketing: Building Direct Customer Relationships
Extending Marketing
Creating Competitive Advantage
The Global Marketplace
Sustainable Marketing: Social Responsibility and Ethics
Marketing Plan
Marketing by the Numbers
References
Glossary
Credits
Index

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