Marketing
Pearson (Verlag)
978-0-13-610243-4 (ISBN)
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This best-selling, brief text introduces marketing through the lens of creating value for customers.
Today’s marketing is about creating customer value and building profitable customer relationships. With engaging real-world examples and information, Marketing: An Introduction shows readers how customer value–creating it and capturing it–drives every effective marketing strategy.
The tenth edition features a new learning design and integration with mymarketinglab, Pearson's online homework and personalized study tool.
Part 1—Defining Marketing and the Marketing Process
1. Marketing: Creating and Capturing Customer Value
2. Company and Marketing Strategy: Partnering to Build Customer Relationships
Part 2—Understanding the Marketplace and Consumers
3. Analyzing the Marketing Environment
4. Managing Marketing Information to Gain Customer Insights
5. Understanding Consumer and Business Buyer Behavior
Part 3—Designing a Customer-Driven Marketing Strategy and Marketing Mix
6. Customer-Driven Marketing Strategy: Creating Value for Target Customers
7. Products, Services, and Brands: Building Customer Value
8. Developing New Products and Managing the Product Life Cycle
9. Pricing: Understanding and Capturing Customer Value
10. Marketing Channels: Delivering Customer Value
11. Retailing and Wholesaling
12. Communicating Customer Value: Advertising and Public Relations
13. Communicating Customer Value: Personal Selling and Sales Promotion
14. Direct and Online Marketing: Building Direct Customer Relationships
Part 4—Extending Marketing
15. The Global Marketplace
16. Sustainable Marketing: Social Responsibility and Ethics
APPENDIXES
Marketing Plan
Marketing by the Numbers
| Erscheint lt. Verlag | 28.2.2010 |
|---|---|
| Sprache | englisch |
| Maße | 216 x 276 mm |
| Gewicht | 1270 g |
| Themenwelt | Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb |
| ISBN-10 | 0-13-610243-3 / 0136102433 |
| ISBN-13 | 978-0-13-610243-4 / 9780136102434 |
| Zustand | Neuware |
| Informationen gemäß Produktsicherheitsverordnung (GPSR) | |
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