Marketing: An Introduction

For undergraduate Principles of Marketing courses. 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.

ISBN 0273767186   Pages 648 ISBN13 9780273767183 (What's this?)   Weight (grammes) 1184 Publisher Pearson Education Limited   Published in Harlow Imprint Pearson Education Limited   Previous ISBN 9780273750017 Format Paperback   Height (mm) 276 Publication date 06 Mar 2012   Width (mm) 216 DEWEY 658.8   Academic level Tertiary education DEWEY edition DC23

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 References Glossary Credits Index

 Be the first to write a customer review