Marketing : Introduction / Edition 7

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Overview

This accessible, streamlined introduction to marketing by two of today's best-selling marketing authors helps users master the basic principles and practices of modern marketing in an enjoyable and practical way.

The new edition is an even more effective text than its predecessors: it is complete, easy to manage, and explains how marketing affects the big picture in business and influences specific company divisions like accounting, information technologies, finance, operations, and human resources. Updated to present the latest marketing thinking, it builds upon a framework which positions marketing as the art and science of creating value for customers in order to capture value from customers in return.

An excellent resource and tool for those employed in the field of marketing and sales; especially helpful for employees of global companies.

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Product Details

  • ISBN-13: 9780131424104
  • Publisher: Prentice Hall
  • Publication date: 2/18/2004
  • Edition description: Older Edition
  • Edition number: 7
  • Pages: 720
  • Product dimensions: 8.64 (w) x 10.56 (h) x 1.00 (d)

Table of Contents

I. DEFINING MARKETING AND THE MARKETING PROCESS.

 1. Marketing: Managing Profitable Customer Relationships.

 2. Company and Marketing Strategy: Partnering to Build Customer Relationships.

II. UNDERSTANDING THE MARKETPLACE OF CONSUMERS.

 3. The Marketing Environment.

 4. Managing Marketing Information.

 5. Consumer and Business Buyer Behavior.

III. DESIGNING A CUSTOMER-DRIVEN MARKETING STRATEGY AND MARKETING MIX.

 6. Segmentation, Targeting, and Positioning: Building the Right Relationships with the Right Customers.

 7. Product, Services, and Branding Strategies.

 8. New-Product Development and Product Life-Cycle Strategies.

 9. Pricing Considerations and Strategies.

10. Marketing Channels and Supply Chain Management.

11. Retailing and Wholesaling.

12. Integrated Marketing Communication: Advertising, Sales Promotion, and Public Relations.

13. Integrated Marketing Communication: Personal Selling and Direct Marketing.

IV. EXTENDING MARKETING.

14. Marketing in the Digital Age.

15. The Global Marketplace.

16. Marketing and Society: Social Responsibility and Marketing Ethics.

Appendix 1. Sample Marketing Plan.

Appendix 2. Video Cases (one per chapter).

Appendix 3. Marketing Arithmetic.

Appendix 4. Careers in Marketing.

Glossary/Index.

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  • Anonymous

    Posted June 19, 2005

    buzzwords abound

    A very academic, philosophic, theoretical (not to mention expensive) paperback on Marketing. Every buzzword they ever learned in in there. The front color (black) is depressing, though they use tons of color inside. Many ad samples. I need a practical, step-by-step, hold-my-hand guide to selling. This wasn't it.

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