Principles of Marketing, Global Edition
Pearson Education Limited (Hersteller)
978-1-292-34588-8 (ISBN)
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PART 1:DEFINING MARKETING AND THE MARKETING PROCESS
1. Marketing:Creating Customer Value and Engagement
2. Companyand Marketing Strategy: Partnering to Build Customer Engagement, Value, andRelationships
PART 2:UNDERSTANDING THE MARKETPLACE AND CONSUMER VALUE
3. Analyzingthe Marketing Environment
4. Managing MarketingInformation to Gain Customer Insights
5. ConsumerMarkets and Buyer Behavior
6. BusinessMarkets and Business Buyer Behavior
PART 3:DESIGNING A CUSTOMER VALUE—DRIVEN STRATEGY AND MIX
7. CustomerValue—Driven Marketing Strategy: Creating Value for Target Customers
8. Products,Services, and Brands: Building Customer Value
9. DevelopingNew Products and Managing the Product Life Cycle
10. Pricing:Understanding and Capturing Customer Value
11. PricingStrategies: Additional Considerations
12. MarketingChannels: Delivering Customer Value
13. Retailingand Wholesaling
14. EngagingConsumers and Communicating Customer Value: Integrated Marketing CommunicationStrategy
15.Advertising and Public Relations
16. PersonalSelling and Sales Promotion
17. Direct,Online, Social Media, and Mobile Marketing
PART 4:EXTENDING MARKETING
18. CreatingCompetitive Advantage
19. TheGlobal Marketplace
20.Sustainable Marketing: Social Responsibility and Ethics
Appendix 1:Marketing Plan
Appendix 2:Marketing by the Numbers
Appendix 3:Careers in Marketing
| Erscheint lt. Verlag | 16.7.2020 |
|---|---|
| Verlagsort | Harlow |
| Sprache | englisch |
| Maße | 150 x 230 mm |
| Gewicht | 14 g |
| Themenwelt | Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb |
| ISBN-10 | 1-292-34588-8 / 1292345888 |
| ISBN-13 | 978-1-292-34588-8 / 9781292345888 |
| Zustand | Neuware |
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