Marketing: an introduction
"Our goal with the first European edition of Marketing: an introduction has been to retain the great strengths of the US original"--Preface.
Gespeichert in:
| Format: | Buch |
|---|---|
| Sprache: | English |
| Veröffentlicht: |
Harlow ; Munich [u.a.]
Financial Times Prentice Hall
2009
|
| Ausgabe: | [European ed.], 1. publ. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Zusammenfassung: | "Our goal with the first European edition of Marketing: an introduction has been to retain the great strengths of the US original"--Preface. |
| Beschreibung: | Includes bibliographical references and index |
| Beschreibung: | XXXIII, 614 S. zahlr. Ill., graph. Darst. |
| ISBN: | 9780273713951 |
Internformat
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| 300 | |a XXXIII, 614 S. |b zahlr. Ill., graph. Darst. | ||
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Datensatz im Suchindex
| _version_ | 1804139101764452352 |
|---|---|
| adam_text | BRIEF
CONTENTS
Preface
xv
About the authors
xx
Guided tour of the book
xxii
Guided tour of the companion website
xxiv
Case matrix
xxv
Acknowledgements
xxix
PART ONE Defining marketing and the marketing process
1
PART ONE VIDEO CASE: Is marketing for everyone?
1
Marketing: Managing profitable customer relationships
2
2
Company and marketing strategy: Partnering to build customer relationships
36
PART TWO Understanding the marketplace and consumers
71
PART TWO VIDEO CASE: Making an effort to understand your customers
3
The marketing environment
72
4
Managing marketing information
106
5
Consumer and business buyer behaviour
PART THREE Designing a customer-driven marketing strategy and marketing mix
187
PART THREE VIDEO CASE: Putting marketing into action
6
Segmentation, targeting and positioning: Building the right relationships with the
right customers
188
7
Product, services and branding strategy
226
8
New-product development and product life-cycle strategies
266
9
Pricing: Understanding and capturing customer value
294
10
Marketing channels and supply chain management
332
11
Retailing and wholesaling
366
12
Communicating customer value: Advertising, sales promotion and public relations
394
13
Communicating customer value: Personal selling and direct marketing
434
PART FOUR Extending marketing
471
PART FOUR VIDEO CASE: Can marketing save the world?
14
Marketing in the digital age
472
15
The global marketplace
506
16
Ethics, social responsibility and sustainability
540
Appendix
1,
Marketing plan
575
Appendix
2,
Marketing metrics
585
Appendix
3,
Careers in marketing
592
Glossary
598
Index
606
|
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| edition | [European ed.], 1. publ. |
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| id | DE-604.BV035488137 |
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| indexdate | 2024-07-09T21:38:44Z |
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| isbn | 9780273713951 |
| language | English |
| lccn | 2009006226 |
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