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Principles of Marketing

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Part 1 Defining Marketing and the Marketing Process
1 Marketing: Creating and Capturing 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 Consumer Markets and Consumer Buyer Behavior
6 Business Markets and Business Buyer Behavior

Part 3 Designing a Customer-Driven Strategy and Mix
7. Consumer-Driven Marketing Strategy
8. Products, Services, and Brands: Building Customer Value
9. New Product Development and Product Life-Cycle Strategies
10. Pricing: Understanding and Capturing Customer Value
11. Pricing Strategies
12. Marketing Channels: Delivering Customer Value
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

Part IV. Extending Marketing
18. Creating Competitive Advantage
19. The Global Marketplace
20. Sustainable Marketing: Social Responsibility and Ethics

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Availability

5555130529

658.8 KOT p

Pusat (Sirkulasi)

Available

Detail Information

Series Title

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Call Number

658.8 KOT p

Publisher

Harlow : Pearson Education., 2014

Collation

716p., Illust., Biblio., Index. 22 x 27 cm

Language

English

ISBN/ISSN

978-0-273-78699-3

Classification

658.8

Content Type

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Media Type

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Carrier Type

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Edition

15

Subject(s)

MARKETING

Specific Detail Info

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Statement of Responsibility

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