Marketing / Edition 11

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Overview

This market leading Principles of Marketing text is sold in two-year,four-year and graduate programs. This book is the students' first look into the world of Marketing. Using the active learning approach,the authors are preparing the students for the extraordinary marketplace they will be entering and learning about. The Fifth Edition focuses on creating customer value by providing exceptional knowledge,understanding,skills,decision-making tools,and support materials for both major and non-majors. From its introduction in 1985,Marketing has helped over 350,000 students and 2,100 instructors study and teach one of the most dynamic and challenging areas. Their innovative pedagogical approach,making the student the decision-maker,involves the student in the study of marketing and encourages them to think about their personal experiences as a consumer and by asking them to assume the role of marketing decision maker. Icons alert the reader to special topics including: customer value,global topics,technology,cross-functional,and ethical and social responsibility alerts.
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Product Details

  • ISBN-13: 9780078028892
  • Publisher: McGraw-Hill Higher Education
  • Publication date: 2/17/2012
  • Edition number: 11
  • Pages: 800
  • Sales rank: 66,244
  • Product dimensions: 8.70 (w) x 10.90 (h) x 1.30 (d)

Table of Contents

Part One-Initiating the Marketing Process
Chapter 1: Creating Customer Relationships and Value through Marketing
Chapter 2: Developing Successful Marketing and Organizational Strategies
Appendix A: Building an Effective Marketing Plan
Chapter 3: Scanning the Marketing Environment
Chapter 4: Ethical and Social Responsibility in Marketing

Part Two-Understanding Buyers and Markets
Chapter 5: Understanding Consumer Behavior
Chapter 6: Understanding Organizations as Customers
Chapter 7: Understanding and Reaching Global Consumers and Markets

Part Three-Targeting Marketing Opportunities
Chapter 8: Marketing Research: From Insights to Action
Chapter 9: Market Segmentation, Targeting, and Positioning

Part Four-Satisfying Marketing Opportunities
Chapter 10: Developing New Products and Services
Chapter 11: Managing Successful Products, Services, and Brands
Chapter 12: Services Marketing
Chapter 13: Building the Price Foundation
Chapter 14: Arriving at the Final Price
Appendix B: Financial Aspects of Marketing
Chapter 15: Managing Marketing Channels and Supply Chains
Chapter 16: Retailing and Wholesaling
Chapter 17: Integrated Marketing Communications and Direct Marketing
Chapter 18: Advertising, Sales Promotion, and Public Relations
Chapter 19: Social Media Marketing
Chapter 20: Personal Selling and Sales Management

Part Five-Managing the Marketing Process
Chapter 21: Implementing Interactive and Multichannel Marketing
Chapter 22: Pulling It All Together: The Strategic Marketing Process

Appendix C: Planning a Career in Marketing
Appendix D: Alternate Cases
Glossary
Chapter Notes

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