Marketing : An Introduction

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For courses in Principles of Marketing at four year and two year colleges.This accessible, shorter overview helps students master the basic principles and practices of modern marketing in an enjoyable and practical way. Its coverage balances upon three essential pillars-(1) theory and concepts; (2) practices and applications; and (3) pedagogy-cultivating an efficient, effective teaching and learning more

Product details

  • Paperback | 736 pages
  • 201.7 x 253 x 27.7mm | 1,333.69g
  • Pearson Education (US)
  • Pearson
  • United States
  • English
  • 5th edition
  • 013012771X
  • 9780130127716

Table of contents

I. UNDERSTANDING MARKETING AND THE MARKETING MANAGEMENT PROCESS. 1. Marketing in a Changing World: Creating Customer Value and Satisfaction. 2. Strategic Planning and the Marketing Process. II. ANALYZING MARKETING OPPORTUNITIES. 3. The Global Marketing Environment. 4. Marketing Research and Information Systems. 5. Consumer and Business Buyer Behavior. III. DEVELOPING MARKETING STRATEGY AND THE MARKETING MIX. 6. Market Segmentation, Targeting, and Positioning for Competitive Advantage. 7. Product and Services Strategies. 8. New-Product Development and Life-Cycle Strategies. 9. Pricing Products: Pricing Considerations and Strategies. 10. Distribution Channels and Logistics Management. 11. Retailing and Wholesaling. 12. Integrated Marketing Communications: Advertising and Public Relations. 13. Integrated Marketing Communications: Personal Selling and Sales Promotion. 14. Direct and On Line Marketing. IV. EXTENDING MARKETING. 15. The Global Marketplace. 16. Marketing and Society: Social Responsibility and Marketing Ethics. Appendix 1. Marketing Arithmetic. Appendix 2. Careers in Marketing. Glossary. Endnotes. Video Cases. Credits. more

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271 ratings
3.74 out of 5 stars
5 29% (78)
4 34% (92)
3 24% (65)
2 10% (26)
1 4% (10)
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