MARKETING: An Introduction

Name: MARKETING: An Introduction
Availability: InStock
ISBN: 9780135153109

ISBN-10: 0135153107

List price: $88.95

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This volume introduces the leading marketing thinking on how customer value is the driving force behind every marketing strategy.

List price: $88.95
Copyright year: 2008
Publisher: Renouf Pub Co Ltd
Binding: Paperback
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