Principles of Marketing with MyMarketingLab
Pearson Education Limited
978-1-4082-5915-3 (ISBN)
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This title is a Pearson Global Edition. The Editorial team at Pearson has worked closely with educators around the world to include content which is especially relevant to students outside the United States.
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.
The tenth edition features a new learning design and integration with mymarketinglab, Pearson's online homework and personalized study tool.
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. 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 Marketing Strategy and Marketing Mix 7. Customer-Driven Marketing Strategy: Creating Value for Target Customers
8. Product, Services, and Brands: Building Customer Value
9. New-Product Development and 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 Communication Strategy
15. Advertising and Public Relations
16. Personal Selling and Sales Promotion
17. Direct and Online Marketing: Building Direct Customer Relationships
Part 4 Extending Marketing 18. Creating Competitive Advantage
19. The Global Marketplace
20. Marketing Ethics and Social Responsibility
APPENDIXES 1. Marketing Plan
2. Marketing by the Numbers
3. Careers in Marketing
Glossary, Company Index, Subject Index
| Verlagsort | Harlow |
|---|---|
| Sprache | englisch |
| Maße | 217 x 261 mm |
| Gewicht | 1536 g |
| Themenwelt | Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb |
| ISBN-10 | 1-4082-5915-X / 140825915X |
| ISBN-13 | 978-1-4082-5915-3 / 9781408259153 |
| Zustand | Neuware |
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