Marketing: An Introduction, Global Edition
Pearson Education Limited (Verlag)
978-0-273-76718-3 (ISBN)
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Were you looking for the book with access to MyMarketingLab? This product is the book alone and does NOT come with access to MyMarketingLab. Buy Marketing: An Introduction, plus MyMarketingLab with Pearson eText: Global Edition, 11/e (ISBN 9780273767282) if you need access to the MyLab as well, and save money on this brilliant resource.
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.
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This product is the book alone, and does NOT come with access to MyMarketingLab.
This title can be supported by MyMarketingLab, an online homework and tutorial system which can be used by students for self-directed study or fully integrated into an instructor's course.
You can benefit from MyMarketingLab at a reduced price by purchasing a pack containing a copy of the book and an access card for MyMarketingLab: Marketing: An Introduction, plus MyMarketingLab with Pearson eText: Global Edition, 11/e (ISBN 9780273767282). Alternatively, buy access online at www.MyMarketingLab.com.
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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
| Erscheint lt. Verlag | 5.4.2012 |
|---|---|
| Verlagsort | Harlow |
| Sprache | englisch |
| Maße | 216 x 276 mm |
| Gewicht | 1200 g |
| Themenwelt | Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb |
| ISBN-10 | 0-273-76718-6 / 0273767186 |
| ISBN-13 | 978-0-273-76718-3 / 9780273767183 |
| Zustand | Neuware |
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