Principles of Marketing, 11/E

รหัสสินค้า: 000460

รายละเอียด:
Description
For the Principles of Marketing course.
The comprehensive, classic principles text that in its new edition incorporates a customer value framework to tie together marketing concepts for students.

Table of Contents
I. DEFINING MARKETING AND THE MARKETING PROCESS.
1. Marketing: Managing Profitable Customer Relationships.
2. Company and Marketing Strategy: Partnering to Build Customer Relationships.
II. UNDERSTANDING THE MARKETPLACE AND CONSUMERS.
3. The Marketing Environment.
4. Managing Marketing Information.
5. Consumer Markets and Consumer Buyer Behavior.
6. Business Markets and Business Buyer Behavior.
III. DESIGNING A CUSTOMER-DRIVEN STRATEGY AND MARKETING MIX.
7. Segmentation, Targeting, and Positioning: Building the Right Relationships with the Right Customers.
8. Product, Services, and Branding Strategies.
9. New-Product Development and Life-Cycle Strategies.
10. Pricing Considerations and Approaches.
11. Pricing Strategies.
12. Distribution Channels and Logistics Management.
13. Retailing and Wholesaling.
14. Integrated Marketing Communication Strategy.
15. Advertising, Sales Promotion, and Public Relations.
16. Personal Selling and Direct Marketing.
IV. EXTENDING MARKETING.
17. Creating Competitive Advantage.
18. Marketing in the Digital Age.
19. The Global Marketplace.
20. Marketing Ethics and Social Responsibility.
APPENDIXES.
Forecasting Market Demand.
Marketing Plan.
Marketing Math.
Careers in Marketing (on-line only).
Glossary, Author Index, Company Index, Subject Index.