Principles of Marketing
ISBN: 9780130263124 | 0130263125
Edition: 9thFormat: Hardcover
Publisher: Prentice Hall
Pub. Date: 7/26/2005
Why Rent from Knetbooks?
Because Knetbooks knows college students. Our rental program is designed to save you time and money. Whether you need a textbook for a semester, quarter or even a summer session, we have an option for you. Simply select a rental period, enter your information and your book will be on its way!
Top 5 reasons to order all your textbooks from Knetbooks:
- We have the lowest prices on thousands of popular textbooks
- Free shipping both ways on ALL orders
- Most orders ship within 48 hours
- Need your book longer than expected? Extending your rental is simple
- Our customer support team is always here to help
The 12th edition of this popular text continues to build on four major marketing themes: building and managing profitable customer relationships, building and managing strong brands to create brand equity, harnessing new marketing technologies in the digital age, and marketing in a socially responsible way around the globe. Thoroughly updated and streamlined, "Principles of Marketing" tells the stories that reveal the drama of modern marketing, reflecting the major trends and forces that are impacting this dynamic and ever-changing field. Topics include: the marketing environment, managing information, consumer & business buyer behavior, segmentation, targeting, and positioning, branding strategies, distribution channels, advertising and sales promotion, direct marketing, and the global marketplace. An excellent tool for anyone in marketing and sales, whether self- or corporate- employed.
| I UNDERSTANDING MARKETING AND THE MARKETING PROCESS | 3 | (129) | |||
| 3 | (42) | |||
| ... MORE45 | (40) | |||
| 85 | (44) | |||
| II DEVELOPING MARKETING OPPORTUNITIES AND STRATEGIES | 129 | (160) | |||
| 129 | (40) | |||
| 169 | (42) | |||
| 211 | (32) | |||
| 243 | (46) | |||
| III DEVELOPING THE MARKETING MIX | 289 | (376) | |||
| 289 | (46) | |||
| 335 | (34) | |||
| 369 | (28) | |||
| 397 | (32) | |||
| 429 | (42) | |||
| 471 | (38) | |||
| 509 | (32) | |||
| 541 | (38) | |||
| 579 | (36) | |||
| 615 | (50) | |||
| IV MANAGING MARKETING | 665 | ||||
| 665 | (42) | |||
| 707 | (40) | |||
| 747 | ||||
| Appendix 1: Measuring and Forecasting Demand | A-1 | ||||
| Appendix 2: Marketing Arithmetic | A-9 | ||||
| Appendix 3: Careers in Marketing | A-16 | ||||
| Glossary | G-1 | ||||
| Credits | C-1 | ||||
| Subject Index | I-1 | ||||
| Name/Organization/Brand/Company Index | 12 |
Related Products
Outlines & Highlights for Prin...
