Marketing introduces leading marketing thinking on how customer value is the driving force behind every marketing strategy.
Edition/Copyright:8TH 07 Cover: Paperback Publisher:Prentice Hall, Inc. Published: 02/27/2006 International: No
View Table of 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
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