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Marketing : An Introduction
ISBN: 9780131424104 | 0131424106
Edition: 7thFormat: Paperback
Publisher: Prentice Hall
Pub. Date: 1/1/2005
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This accessible, streamlined introduction to marketing by two of today's best-selling marketing authors helps users master the basic principles and practices of modern marketing in an enjoyable and practical way.The new edition is an even more effective text than its predecessors: it is complete, easy to manage, and explains how marketing affects the big picture in business and influences specific company divisions like accounting, information technologies, finance, operations, and human resources. Updated to present the latest marketing thinki... MORE
| Defining Marketing and The Marketing Process | |
| Marketing: Managing Profitable Customer Relationships | |
| Company and Marketing Strategy: Partnering to Build Customer Relationships | |
| Understanding The Marketplace Of Consumers | |
| The Marketing Environment | |
| Managing Marketing Information | |
| Consumer and Business Buyer Behavior | |
| Designing A Customer-Driven Marketing Stra... MORE | |
| Segmentation, Targeting, and Positioning: Building the Right Relationships with the Right Customers | |
| Product, Services, and Branding Strategies | |
| New-Product Development and Product Life-Cycle Strategies | |
| Pricing Considerations and Strategies | |
| Marketing Channels and Supply Chain Management | |
| Retailing and Wholesaling | |
| Integrated Marketing Communication: Advertising, Sales Promotion, and Public Relations | |
| Integrated Marketing Communication: Personal Selling and Direct Marketing | |
| Extending Marketing | |
| Marketing in the Digital Age | |
| The Global Marketplace | |
| Marketing and Society: Social Responsibility and Marketing Ethics | |
| Sample Marketing Plan | |
| Video Cases (one per chapter) | |
| Marketing Arithmetic | |
| Careers in Marketing | |
| Glossary/Index | |
| Table of Contents provided by Publisher. All Rights Reserved. |
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