Marketing
ISBN: 9780078028892 | 0078028892
Edition: 11thFormat: Hardcover
Publisher: McGraw-Hill/Irwin
Pub. Date: 2/10/2012
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Experience, Leadership, Innovation.This edition of Marketingcontinues a tradition of leading the market with contemporary, cutting-edge content presented in a conversational student-oriented style, supported by the most comprehensive, innovative, and useful supplement package available. This author team is committed to (1)building on past experiences as authors, (2)continuing their leadership role in bringing new topics and perspectives to the classroom, and (3)focusing on pedagogical innovation that truly responds to new teaching and learning ... MORE
Part One-Initiating the Marketing Process
Chapter 1: Creating Customer Relationships and Value through Marketing
Chapter 2: Developing Successful Marketing and Organizational Strategies
Appendix A: Building an Effective Marketing Plan
Chapter 3: Scanning the Marketing Environment
Chapter 4: Ethical and Social Responsibility in Marketing
Part Two-Understanding Buyers and Markets
Chapter 5: Understanding Consumer Behavior
Chapter 6: Understanding Organizations as Customers
Chapter 7: Understanding and ... MORE
Chapter 1: Creating Customer Relationships and Value through Marketing
Chapter 2: Developing Successful Marketing and Organizational Strategies
Appendix A: Building an Effective Marketing Plan
Chapter 3: Scanning the Marketing Environment
Chapter 4: Ethical and Social Responsibility in Marketing
Part Two-Understanding Buyers and Markets
Chapter 5: Understanding Consumer Behavior
Chapter 6: Understanding Organizations as Customers
Chapter 7: Understanding and ... MORE
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