Marketing

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Marketing

Format:  Paperback,

506 pages

Publisher: Pearson College Div

Publish Date: Jan 2012

ISBN-13: 9780132744034

ISBN-10: 0132744031

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The following content was provided by the publisher.
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Specifications

Author:
Publisher: Pearson College Div
Publish Date: Jan 2012
ISBN-13: 9780132744034
ISBN-10: 0132744031
Format: Paperback
Number of Pages: 506
Shipping Weight (in pounds): 2.6
Product in Inches (L x W x H): 8.3 x 0.9 x 10.8

Chapter outline

Defining Marketing and the Marketing Process
Marketing: 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 Strategy and Mix
Customer-Driven Marketing Strategy: Creating Value for Target Customers
Products, Services, and Brands: Building Customer Value
New Product Development and Product Life-Cycle Strategies
Pricing: Understanding and Capturing Customer Value
Marketing Channels: Delivering Customer Value
Retailing and Wholesaling
Communicating Customer Value: Advertising and Public Relations
Personal Selling and Sales Promotion
Direct and Online Marketing: Building Direct Customer Relationships
Extending Marketing
The Global Marketplace
Sustainable Marketing: Social Responsibility and Ethics

Book description

This best-selling, brief text introduces marketing through the lens of creating value for customers.

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.

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