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Creating Value for Customers

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ISBN-10: 0256228779

ISBN-13: 9780256228779

Edition: 2nd 1998

Authors: Gilbert A. Churchill, J. Paul Peter

List price: $100.00
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Description:

The theme of customer valuation is carried throughout this book. It is completely up-to-date with new coverage of integrated marketing communications, services marketing, global marketing and relationship marketing.
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Book details

List price: $100.00
Edition: 2nd
Copyright year: 1998
Publisher: McGraw-Hill Higher Education
Binding: Hardcover
Pages: 656
Size: 9.00" wide x 11.50" long x 1.25" tall
Weight: 3.542
Language: English

J. Paul Peter is James R. McManus-Bascom Professor and Chair of the Marketing Department at the University of Wisconsin-Madison School of Business. He has taught courses in consumer behavior and in marketing management, strategy, research and theory. He's also taught in a variety of executive programs. Peter won the prestigious William O'Dell Award from the Journal of Marketing Research and twice was a finalist. He is author or editor of more than 30 books and is one of the most cited authors in marketing literature. Peter has served on review boards of the Journal of Marketing, Journal of Marketing Research, Journal of Consumer Research, and Journal of Business Research. He has consulted for several corporations and the Federal Trade Commission. His earned a DBA from the University of Kentucky.

Developing Marketing Plans and Strategies
Marketing: Creating Value for Customers
Environmental Analysis
Global Marketing Challenges
Marketing Planning and Organization Strategy
Understanding Customers and Markets
Marketing Research: Information and Technology
Organizational Buying behavior
Market Segmentation
Managing and Developing Products and Services
Managing Existing Products
Developing New Products
Marketing Services
Pricing Principles and Strategies
Fundamentals of Pricing
Pricing Goods and Services
Placement: Distributing Goods and Services
Managing Distribution Channels
Wholesaling and Physical Distribution
Retailing
Promotion: Integrated Marketing Communications
Managing Marketing Communications
Advertising, Sales Promotion, and Publicity
Personal Selling and Sales Management
Evaluating Marketing Effectiveness
Implementing and Controlling Marketing Activities
Developing a Marketing Plan
Career Opportunities in Marketing
Mathematics Used in Marketing
Notes
Glossary
Indexes