Marketing introduces leading marketing thinking on how customer value is the driving force behind every marketing strategy.
Contents
PART I: Defining Marketing and the Marketing Process
Chapter 1. Marketing: Managing Profitable Customer Relationships
Chapter 2. Company and Marketing Strategy: Partnering to Build Customer Relationships PART II: Understanding the Marketplace of Consumers
Chapter 3. The Marketing Environment
Chapter 4. Managing Marketing Information
Chapter 5. Consumer and Business Buyer Behavior
PART III: Designing a Customer-Driven Marketing Strategy and Marketing Mix
Chapter 6. Segmentation, Targeting, and Positioning: Building the Right Relationships with the Right Customers
Chapter 7. Product, Services, and Branding Strategy
Chapter 8. New-Product Development and Product Life-Cycle Strategies
Chapter 9. Pricing: Understanding and Capturing Customer Value
Chapter 10. Marketing Channels and Supply Chain Management
Chapter 11. Retailing and Wholesaling
Chapter 12. Communicating Customer Value: Advertising, Sales Promotion, and Public Relations
Chapter 13. Communicating Customer Value: Personal Selling and Direct Marketing
PART IV: Extending Marketing
Chapter 14. Marketing in the Digital Age
Chapter 15. The Global Marketplace
Chapter 16. Marketing Ethics and Social Responsibility
For the Principles of Marketing course.
Marketing introduces leading marketing thinking on how customer value is the driving force behind every marketing strategy.
Kniha
