Marketing
An Introduction and MyMarketingLab Package
9th Edition
Published on 22. July 2008
Book
Mixed media product
978-0-13-815718-0 (ISBN)
Description
For undergraduate courses in Principles of Marketing.
This best-selling, brief introduction to marketing teaches students marketing using a customer value framework.
This best-selling, brief introduction to marketing teaches students marketing using a customer value framework.
More details
Edition
9th edition
Language
English
Place of publication
Upper Saddle River
United States
Publishing group
Pearson Education (US)
Target group
Professional and scholarly
Dimensions
Height: 274 mm
ISBN-13
978-0-13-815718-0 (9780138157180)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Other editions
Previous edition
Book
03/2006
8th Edition
Pearson
€55.79
Article exhausted; check for reprint
Content
Part 1-Defining Marketing and the Marketing Process
1. Marketing: Creating and Capturing Customer Value
2. Company and Marketing Strategy: Partnering to Build Customer Relationships
Part 2-Understanding the Marketplace and Consumers
3. Analyzing the Marketing Environment
4. Managing Marketing Information to Gain Customer Insights
5. Understanding Consumer and Business Buyer Behavior
Part 3-Designing a Customer-Driven Marketing Strategy and Marketing Mix
6. Customer-Driven Marketing Strategy: Creating Value for Target Customers
7. Products, Services, and Brands: Building Customer Value
8. New-Product Development and Life-Cycle Strategies
9. Pricing: Understanding and Capturing Customer Value
10. Marketing Channels: Delivering Customer Value
11. Retailing and Wholesaling
12. Communicating Customer Value: Advertising and Public Relations
13. Communicating Customer Value: Personal Selling and Sales Promotion
14. Direct and Online Marketing: Building Direct Customer Relationships
Part 4-Extending Marketing
15. The Global Marketplace
16. Marketing Ethics and Social Responsibility
APPENDICES
1. Company Cases
2. Marketing Plan
3. Marketing by the Numbers
4. Careers in Marketing
Glossary
Subject Index
Name, Organization, Brand, Company Index
1. Marketing: Creating and Capturing Customer Value
2. Company and Marketing Strategy: Partnering to Build Customer Relationships
Part 2-Understanding the Marketplace and Consumers
3. Analyzing the Marketing Environment
4. Managing Marketing Information to Gain Customer Insights
5. Understanding Consumer and Business Buyer Behavior
Part 3-Designing a Customer-Driven Marketing Strategy and Marketing Mix
6. Customer-Driven Marketing Strategy: Creating Value for Target Customers
7. Products, Services, and Brands: Building Customer Value
8. New-Product Development and Life-Cycle Strategies
9. Pricing: Understanding and Capturing Customer Value
10. Marketing Channels: Delivering Customer Value
11. Retailing and Wholesaling
12. Communicating Customer Value: Advertising and Public Relations
13. Communicating Customer Value: Personal Selling and Sales Promotion
14. Direct and Online Marketing: Building Direct Customer Relationships
Part 4-Extending Marketing
15. The Global Marketplace
16. Marketing Ethics and Social Responsibility
APPENDICES
1. Company Cases
2. Marketing Plan
3. Marketing by the Numbers
4. Careers in Marketing
Glossary
Subject Index
Name, Organization, Brand, Company Index