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The 12 th 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 Marketingtells 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.
Table of Contents
Understanding Marketing and the Marketing Process
Marketing in a Changing World: Creating Customer Value and Satisfaction
Strategic Planning and the Marketing Process
The Global Marketing Environment
Developing Marketing Opportunities and Strategies
Marketing Research and Information Systems
Consumer Markets and Consumer Buyer Behaviour
Business Markets and Business Buyer Behaviour
Market Segmentation, Targeting, and Positioning for Competitive Advantage
Developing the Marketing Mix
Product and Services Strategies
New Product Development and Life Cycle Strategies
Pricing Considerations and Strategies
Distribution Channels and Logistics Management
Retailing and Wholesaling
Integrated Marketing Communication Strategy
Advertising, Sales, Promotion, and Public Relations
Personal Selling and Sales Management
Direct and Online Marketing: The New Marketing Model
The Global Marketplace
Marketing and Society: Social Responsibility and Marketing Ethics
Table of Contents provided by Publisher. All Rights Reserved.