Principles of Marketing with MyMarketingLab
Global Edition
13th Edition
Published on 25. March 2010
Book
Mixed media product
978-1-4082-5915-3 (ISBN)
Description
For undergraduate Principles of Marketing courses.
This title is a Pearson Global Edition. The Editorial team at Pearson has worked closely with educators around the world to include content which is especially relevant to students outside the United States.
This best-selling, brief text introduces marketing through the lens of creating value for customers.
Today's marketing is about creating customer value and building profitable customer relationships. With engaging real-world examples and information, Marketing: An Introduction shows students how customer value creating it and capturing it drives every effective marketing strategy.
The tenth edition features a new learning design and integration with mymarketinglab, Pearson's online homework and personalized study tool.
This title is a Pearson Global Edition. The Editorial team at Pearson has worked closely with educators around the world to include content which is especially relevant to students outside the United States.
This best-selling, brief text introduces marketing through the lens of creating value for customers.
Today's marketing is about creating customer value and building profitable customer relationships. With engaging real-world examples and information, Marketing: An Introduction shows students how customer value creating it and capturing it drives every effective marketing strategy.
The tenth edition features a new learning design and integration with mymarketinglab, Pearson's online homework and personalized study tool.
More details
Edition
13th edition
Language
English
Place of publication
Harlow
United Kingdom
Target group
College/higher education
Dimensions
Height: 261 mm
Width: 217 mm
Thickness: 25 mm
Weight
1536 gr
ISBN-13
978-1-4082-5915-3 (9781408259153)
Copyright in bibliographic data is held by Nielsen Book Services Limited or its licensors: all rights reserved.
Schweitzer Classification
Other editions
New editions
Book
04/2011
14th Edition
Pearson Education Limited
€61.71
Article exhausted; check for reprint
Previous edition
Book
07/2009
Pearson Education Centre
€136.67
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. The Marketing Environment
4. Managing Marketing Information to Gain Customer Insights
5. Consumer Markets and Consumer Buyer Behavior
6. Business Markets and Business Buyer Behavior
Part 3 Designing a Customer-Driven Marketing Strategy and Marketing Mix 7. Customer-Driven Marketing Strategy: Creating Value for Target Customers
8. Product, Services, and Brands: Building Customer Value
9. New-Product Development and Life-Cycle Strategies
10. Pricing: Understanding and Capturing Customer Value
11. Pricing Strategies
12. Marketing Channels: Delivering Customer Value
13. Retailing and Wholesaling
14. Communicating Customer Value: Integrated Marketing Communication Strategy
15. Advertising and Public Relations
16. Personal Selling and Sales Promotion
17. Direct and Online Marketing: Building Direct Customer Relationships
Part 4 Extending Marketing 18. Creating Competitive Advantage
19. The Global Marketplace
20. Marketing Ethics and Social Responsibility
APPENDIXES 1. Marketing Plan
2. Marketing by the Numbers
3. Careers in Marketing
Glossary, Company Index, Subject 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. The Marketing Environment
4. Managing Marketing Information to Gain Customer Insights
5. Consumer Markets and Consumer Buyer Behavior
6. Business Markets and Business Buyer Behavior
Part 3 Designing a Customer-Driven Marketing Strategy and Marketing Mix 7. Customer-Driven Marketing Strategy: Creating Value for Target Customers
8. Product, Services, and Brands: Building Customer Value
9. New-Product Development and Life-Cycle Strategies
10. Pricing: Understanding and Capturing Customer Value
11. Pricing Strategies
12. Marketing Channels: Delivering Customer Value
13. Retailing and Wholesaling
14. Communicating Customer Value: Integrated Marketing Communication Strategy
15. Advertising and Public Relations
16. Personal Selling and Sales Promotion
17. Direct and Online Marketing: Building Direct Customer Relationships
Part 4 Extending Marketing 18. Creating Competitive Advantage
19. The Global Marketplace
20. Marketing Ethics and Social Responsibility
APPENDIXES 1. Marketing Plan
2. Marketing by the Numbers
3. Careers in Marketing
Glossary, Company Index, Subject Index