Essentials of Marketing : A Marketing Strategy Planning Approach
ISBN: 9780077216436 | 0077216431
Edition: 11thFormat: Paperback
Publisher: McGraw-Hill/Irwin
Pub. Date: 10/8/2007
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This edition of Essentials of Marketing has been critically revised, updated, and rewritten to reflect new concepts, new examples, and recent "best practices." It builds on the foundation pillars of previous editions - the four Ps framework, managerial orientation, and strategy planning focus. 11e builds upon its pioneering beginnings that introduced the "four Ps" to the introductory marketing course. Focus of Essentials of Marketing has always been on how to make the marketing decisions that a manager must make in deciding what customers to fo... MORE
| A Marketing Strategy Planning Approach | |
| Marketing's Value to Consumers, Firms and Society | |
| Marketing Strategy Planning | |
| Focusing Marketing Strategy with Segmentation and Positioning | |
| Evaluating Opportunities in the Changing Marketing Environment | |
| Final Consumers and Their Buying Behavior | |
| Business and Organizational Customers and Their Buying Behavior | |
| Impro... MORE | |
| Elements of Product Planning for Goods and Services | |
| Product Management and New- Product Development | |
| Place and Development of Channel Systems | |
| Distribution Customer Service and Logistics | |
| Retailers, Wholesalers, and Their Strategy Planning | |
| Promotion- Introduction to Integrated Marketing Communications | |
| Personal Selling and Customer Service | |
| Advertising and Sales Promotion | |
| Pricing Objectives and Policies | |
| Price Setting in the Business World | |
| Ethical Marketing in Consumer-Oriented Societies | |
| Appraisal and Challenges | |
| Appendices | |
| A. Economics Fundamentals | |
| B. Marketing Arithmetic | |
| C. Career Planning in Marketing | |
| Table of Contents provided by Publisher. All Rights Reserved. |
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