Loose-leaf Edition Marketing / Edition 12

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More About This Textbook


This full featured text is provided as an option to the price sensitive student. It is a full 4 color text that’s three whole punched and made available at a discount to students. Also available in a package with Connect Plus.

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Product Details

  • ISBN-13: 9780077635787
  • Publisher: McGraw-Hill Higher Education
  • Publication date: 1/17/2014
  • Edition number: 12
  • Sales rank: 507,568
  • Product dimensions: 8.30 (w) x 10.70 (h) x 1.00 (d)

Table of Contents

PART 1: INITIATING THE MARKETING PROCESS Chapter 1: Creating Customer Relationships and Value through Marketing Chapter 2: Developing Successful Organizational and Marketing StrategiesAppendix A: Building an Effective Marketing PlanChapter 3: Scanning the Marketing EnvironmentChapter 4: Ethical and Social Responsibility in Marketing PART 2: UNDERSTANDING BUYERS AND MARKETSChapter 5: Understanding Consumer Behavior Chapter 6: Understanding Organizations as CustomersChapter 7: Understanding and Reaching Global Consumers and MarketsPART 3: TARGETING MAREKETING OPPORTUNITIESChapter 8: Marketing Research: From Customer Insights to ActionsChapter 9: Market Segmentation, Targeting, and PositioningPART 4: SATISFYING MARKETING OPPORTUNITIESChapter 10: Developing New Products and ServicesChapter 11: Managing Successful Products, Services, and BrandsChapter 12: Services MarketingChapter 13: Building the Price FoundationChapter 14: Arriving at the Final PriceAppendix B: Financial Aspects of MarketingChapter 15: Managing Marketing Channels and Supply ChainsChapter 16: Retailing and WholesalingChapter 17: Integrated Marketing Communications and Direct MarketingChapter 18: Advertising, Sales Promotion, and Public RelationsChapter 19: Using Social Media to Connect with ConsumersChapter 20: Personal Selling and Sales ManagementPART 5: MANAGING THE MARKETING PROCESSChapter 21: Implementing Interactive and Multichannel MarketingChapter 22: Pulling It All Together: The Strategic Marketing ProcessAppendix C: Planning a Career in MarketingAppendix D: Alternate Cases

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