ActiveBook, Principles of Marketing

ActiveBook, Principles of Marketing

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For courses in Principles of Marketing.This best seller takes a practical, managerial approach to marketing. It provides a rich array of practical examples and applications to show the major decisions that marketing managers face in their day to day jobs. Readers are shown not only to anticipate changes, but also what effects changes will bring. In short, this book is your portal to the new world of more

Product details

  • Paperback | 544 pages
  • 209.3 x 285.5 x 19.8mm | 1,106.77g
  • Pearson Education (US)
  • Pearson
  • United States
  • English
  • 0130648531
  • 9780130648532

Table of contents

I. UNDERSTANDING MARKETING AND THE MARKETING PROCESS. 1. Marketing in a Changing World: Creating Customer Value and Satisfaction. 2. Strategic Planning and the Marketing Process. 3. The Marketing Environment. II. DEVELOPING MARKETING OPPORTUNITIES AND STRATEGIES. 4. Marketing Research and Information Systems. 5. Consumer Markets and Consumer Buyer Behavior. 6. Business Markets and Business Buyer Behavior. 7. Market Segmentation, Targeting, and Positioning for Competitive Advantage. III. DEVELOPING THE MARKETING MIX. 8. Product and Service Strategies. 9. New-Product Development and Life-Cycle Strategies. 10. Pricing Products: Pricing Considerations and Approaches. 11. Pricing Products: Pricing Strategies. 12. Distribution Channels and Logistics Management. 13. Retailing and Wholesaling. 14. Integrated Marketing Communications Strategy. 15. Advertising, Sales Promotion, and Public Relations. 16. Personal Selling and Sales Management. 17. Direct and Online Marketing: The New Marketing Model. IV. MANAGING MARKETING. 18. Competitive Strategies: Attracting, Retaining, and Growing Customers. 19. The Global Marketplace. 20. Marketing and Society: Social Responsibility and Marketing Ethics. APPENDIXES. Appendix 1. Measuring and Forecasting Demand. Appendix 2. Marketing Arithmetic. Appendix 3. Careers in Marketing. Glossary. Author Index. Company Index. Subject more

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1,892 ratings
4.04 out of 5 stars
5 43% (805)
4 33% (621)
3 16% (299)
2 5% (89)
1 4% (78)
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