Marketing
Pearson (Verlag)
978-0-13-229920-6 (ISBN)
- Titel erscheint in neuer Auflage
- Artikel merken
Marketing: Real People, Real Choices is the only text to introduce marketing from the perspective of real people who make real marketing decisions at leading companies every day.
Part 1: MAKING MARKETING VALUE DECISIONS
Chapter 1: Welcome to the World of Marketing: Creating and Delivering Value
Chapter 2: Strategic Market Planning: Painting the Big Picture
Chapter 3: Thriving in the Marketing Environment: The World is Flat
Part 2: UNDERSTANDING CONSUMERS’ VALUE NEEDS
Chapter 4: Marketing Research: Gathering, Analyzing and Using Information
Chapter 5: Consumer Behavior: How and Why People Buy
Chapter 6: Business-to-Business Markets: How and Why Organizations Buy
Chapter 7: Sharpening the Focus: Target Marketing Strategies and Customer Relationship Management
Part 3: CREATING THE VALUE PROPOSITION
Chapter 8: Creating the Product
Chapter 9: Managing the Product
Chapter 10: Services and Other Intangibles: Marketing the Product That Isn’t There
Chapter 11: Pricing the Product
Part 4: COMMUNICATING THE VALUE PROPOSITION
Chapter 12: Catching the Buzz: Promotional Strategy and Integrated Marketing Communication
Chapter 13: Advertising, Sales Promotion, and Public Relations
Chapter 14: Personal Selling, Sales Management and Direct Marketing
Part 5: DELIVERING THE VALUE PROPOSITION
Chapter 15: Delivering Value Through Supply Chain Management: Channels of Distribution and Logistics
Chapter 16: Retailing: Bricks and Clicks
Appendix A: Qode In Action: Implementing a Marketing Plan
Appendix B: Sample Marketing Plan: The S&S Smoothie Company
Appendix C: Marketing Math
Notes; Glossary; Credits; Index
| Erscheint lt. Verlag | 28.12.2006 |
|---|---|
| Sprache | englisch |
| Gewicht | 1302 g |
| Themenwelt | Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb |
| ISBN-10 | 0-13-229920-8 / 0132299208 |
| ISBN-13 | 978-0-13-229920-6 / 9780132299206 |
| Zustand | Neuware |
| Informationen gemäß Produktsicherheitsverordnung (GPSR) | |
| Haben Sie eine Frage zum Produkt? |
aus dem Bereich
