Marketing : An Introduction
ISBN: 9780136021131 | 0136021131
Edition: 9thFormat: Paperback
Publisher: Prentice Hall
Pub. Date: 1/1/2009
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This best-selling, brief introduction to marketing teaches students marketing using a customer value framework. The ninth edition includes new and expanded material on Integrated Marketing Communication, social networks, measuring and managing return on marketing, creating customer value, building and managing customer relationships, marketing accountability and return on investments, and direct and online marketing. For marketing professionals who believe customer valueis the driving force behind every marketing strategy.
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| 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 | |
| Table of Contents provided by Publisher. All Rights Reserved. |
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