Principles of Marketing: Student Value Edition
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, 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.
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All the information you need in one place! Each Study Brief is a summary of one specific subject; facts, figures, and explanations to help you learn faster.
List price: $157.13
Copyright year: 2013
Publisher: Pearson College Div
Binding: Cloth Text
Size: 8.25" wide x 11.00" long x 1.00" tall
|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|
|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|
|Creating Competitive Advantage|
|The Global Marketplace|
|Sustainable Marketing: Social Responsibility and Ethics|
|Marketing by the Numbers|