Principles of marketing
| Main Authors: | , |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Upper Saddle River, N.J. :
Pearson/Prentice Hall ,
c2008
|
| Edition: | 12th ed |
| Subjects: | |
| Online Access: | Table of contents only |
Table of Contents:
- 1. Marketing: managing profitable customer relationships
- 2. Company and marketing strategy: partnering to build customer relationships
- 3. The marketing environment
- 4. Managing marketing information
- 5. Consumer markets and consumer buyer behavior
- 6. Business markets and business buyer behavior
- 7. Segmentation, targeting, and positioning: building the right relationships with the right customers
- 8. Product, services, and branding strategy
- 9. New-product development and product life-cycle strategies
- 10. Pricing products: Understanding and capturing customer value
- 11. Pricing products: pricing strategies
- 12. Marketing channels and supply chain management
- 13. Retailing and wholesaling
- 14. Communicating customer value: integrated marketing communications strategy
- 15. Advertising and public relations
- 16. Personal selling and sales promotion
- 17. Direct and online marketing: building direct Customer relationships
- 18. Creating competitive advantage
- 19. The global marketplace
- 20. Marketing ethics and social responsibility
- 21. Marketing plan
- 22. Marketing by the numbers
- 23. Careers in marketing