Marketing: An Introduction, Student Value Edition

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Marketing: An Introduction, Student Value Edition

Format:  Paperback,

541 pages

Publisher: Pearson College Div

Publish Date: Jan 2010

ISBN-13: 9780136102465

ISBN-10: 0136102468

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The following content was provided by the publisher.
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.
Defining Marketing; Marketing Process; Creating and Capturing Customer Value; Company and Marketing Strategy; Partnering to Build Customer Relationships; Understanding the Marketplace and Consumers; Analyzing the Marketing Environment; Managing Marketing Information to Gain Customer Insights; Understanding Consumer and Business Buyer Behavior; Designing a Customer-Driven Marketing Strategy and Marketing Mix; Customer-Driven Marketing Strategy, Creating Value for Target Customers; Products, Services, and Brands; Building Customer Value; Developing New Products and Managing the Product Life Cycle; Pricing; Understanding and Capturing Customer Value; Marketing Channels; Delivering Customer Value; Retailing and Wholesaling; Communicating Customer Value; Advertising and Public Relations; Communicating Customer Value; Personal Selling and Sales Promotion; Direct and Online Marketing; Building Direct Customer Relationships; Extending Marketing; The Global Marketplace; Sustainable Marketing; Social Responsibility and Ethics; Company Cases; Marketing Plan; Marketing by the Numbers; Careers in Marketing
For those interested learning more about the fundamentals of marketing.

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Author:
Author:
Publisher: Pearson College Div
Publish Date: Jan 2010
ISBN-13: 9780136102465
ISBN-10: 0136102468
Format: Paperback
Number of Pages: 541
Shipping Weight (in pounds): 2.5
Walmart No.: 9780136102465

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