High Engagement Style - Easy-to-read, interactive, writing style that engages students through activelearning techniques.
Personalized Marketing - A vivid and accurate description of businesses, marketing professionals, and entrepreneurs―through cases, exercises, and testimonials―that allows students to personalize marketing and identify possible career interests.
Marketing Decision Making – The use of extended examples, cases, and videos involving people making marketing decisions.
Integrated Technology - The use of powerful technical resources and learning solutions.
Traditional and Contemporary Coverage - Comprehensive and integrated coverage of traditional andcontemporary concepts.
Rigorous Framework - A pedagogy based on the use of Learning Objectives, Learning Reviews, Learning Objectives Reviews, and supportive student supplements.
Le informazioni nella sezione "Riassunto" possono far riferimento a edizioni diverse di questo titolo.
Part 1 Initiating the Marketing Process
1 Creating Customer Relationships and Value through Marketing
2 Developing Successful Marketing and Organizational Strategies
APPENDIX A Building an Effective Marketing Plan
3 Scanning the Marketing Environment
4 Ethical and Social Responsibility in Marketing
Part 2 Understanding Buyers and Markets
5 Understanding Consumer Behavior
6 Understanding Organizations as Customers
7 Understanding and Reaching Global Consumers and Markets
Part 3 Targeting Marketing Opportunities
8 Marketing Research: From Customer Insights to Actions
9 Market Segmentation, Targeting, and Positioning
Part 4 Satisfying Marketing Opportunities
10 Developing New Products and Services
11 Managing Successful Products and Brands
12 Services Marketing
13 Building the Price Foundation
14 Arriving at the Final Price
APPENDIX B Financial Aspects of Marketing
15 Managing Marketing Channels and Wholesaling
16 Customer-Driven Supply Chain and Logistics Management
17 Retailing
18 Integrated Marketing Communications and Direct Marketing
19 Advertising, Sales Promotion, and Public Relations
20 Personal Selling and Sales Management
Part 5 Managing the Marketing Process
21 Implementing Interactive and Multichannel Marketing
22 Pulling It All Together: The Strategic Marketing Process
APPENDIX C Planning a Career in Marketing
APPENDIX D Alternate Cases
GlossaryLearning Review Answers Chapter Notes Credits Name Index Company/Product Index Subject IndexLe informazioni nella sezione "Su questo libro" possono far riferimento a edizioni diverse di questo titolo.
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