Marketing : Connecting with Customers
Fall '02 courses will receive 3 hole-punched/loose-leaf edition with FREE Marketing Plan Pro. This text communicates precisely what today's outstanding marketers do-CONNECT with their customers-through technology, through relationships, and with diversity-globally and ethically. It provides a contemporary, exciting treatment of marketing that integrates the author's years of teaching, research, and consulting experience with a bias for action and application to real-world issues and forces. In particular, it shows how the Internet has transformed how this "connecting" takes place.
- Paperback | 640 pages
- 210.82 x 269.24 x 25.4mm | 1,270.05g
- 22 Aug 2001
- Pearson Education (US)
- United States
- 2nd edition
Table of contents
1. Marketing: Connecting with Customers. 2. Customer Satisfaction and Loyalty: Building Value with Quality. 3. The Global Marketing Environment and E-Commerce. 4. The Strategic Marketing Planning Process: Domestic and Global. 5. Marketing Information and Research. 6. Market Segmentation, Targeting, and Positioning. 7. Connecting with Customers: Understanding Consumer Behavior. 8. Business-To-Business Marketing. 9. Product Decisions and Strategies. 10. Product Planning, Development, and Management. 11. Services and Nonprofit Marketing. 12. Marketing Channels, Wholesaling, and Physical Distribution. 13. Retailing and Direct Marketing. 14. Integrated Marketing Communications. 15. Mass Communications: Advertising, Sales Promotion, and Public Relations. 16. Personal Selling and Sales Force Management. 17. Pricing Approaches. 18. Pricing Strategy. Index.