(P/B) MARKETING

Παρουσίαση

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 students how customer value -creating it and capturing it- drives every effective marketing strategy. (From the publisher)

Περιεχόμενα

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 Strategy and 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 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
Appendix 1 Marketing Cases
Appendix 2 Marketing Plan
Appendix 3 Marketing by the Numbers