Loose-Leaf Edition Marketing / Edition 11

Loose-Leaf Edition Marketing / Edition 11

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McGraw-Hill Higher Education

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Loose-Leaf Edition Marketing / Edition 11

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. ISBN 9780077441845. Also available in a package with Connect– 9780077919702.

Product Details

ISBN-13: 9780077441845
Publisher: McGraw-Hill Higher Education
Publication date: 02/09/2012
Product dimensions: 8.40(w) x 10.80(h) x 1.00(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


Chapter Notes

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