Marketing An Introduction

ISBN-10: 0136102433
ISBN-13: 9780136102434
Edition: 10th 2011
List price: $206.95 Buy it from $8.59
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Book details

List price: $206.95
Edition: 10th
Copyright year: 2011
Publisher: Prentice Hall PTR
Publication date: 1/1/2010
Binding: Paperback
Pages: 648
Size: 8.25" wide x 10.50" long x 1.00" tall
Weight: 2.838
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
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
Appendixes
Marketing Plan
Marketing by the Numbers

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