Marketing An Introduction

ISBN-10: 0136021131

ISBN-13: 9780136021131

Edition: 9th 2009

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Description: nbsp;This best-selling, brief introduction to marketing teaches students marketing using a customer value framework. The ninth edition includes new and expanded material on Integrated Marketing Communication, social networks, measuring and managing return on marketing, creating customer value, building and managing customer relationships, marketing accountability and return on investments, and direct and online marketing. For marketing professionals who believe customer valueis the driving force behind every marketing strategy.

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Book details

List price: $190.83
Edition: 9th
Copyright year: 2009
Publisher: Prentice Hall PTR
Publication date: 2/21/2008
Binding: Paperback
Pages: 656
Size: 8.50" wide x 10.75" long x 1.00" tall
Weight: 3.256
Language: English

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
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
New-Product Development and Life-Cycle Strategies
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
Marketing Ethics and Social Responsibility
Appendices
Company Cases
Marketing Plan
Marketing by the Numbers
Careers in Marketing
Glossary
Subject Index
Name, Organization, Brand, Company Index
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