Marketing
12th Edition
Published on 16. January 2012
Book
Hardback
804 pages
978-1-111-82164-7 (ISBN)
Description
Engaging and thorough, MARKETING, 12th Edition shows how marketing principles affect day-to-day lives, as well as their significant influence on business decisions, with cases, vignettes, and critical-thinking features.
More details
Edition
12th Revised edition
Language
English
Place of publication
Florence
United States
Publishing group
Cengage Learning, Inc
Target group
College/higher education
Edition type
Revised edition
Illustrations
246
Dimensions
Height: 282 mm
Width: 224 mm
Thickness: 41 mm
Weight
1952 gr
ISBN-13
978-1-111-82164-7 (9781111821647)
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
Content
PART I: THE WORLD OF MARKETING. 1. An Overview of Marketing. Career Appendix. 2. Strategic Planning for Competitive Advantage. Marketing Plan Appendix. 3. Ethics and Social Responsibility. 4. The Marketing Environment. 5. Developing a Global Vision. PART II: ANALYZING MARKET OPPORTUNITIES. 6. Consumer Decision Making. 7. Business Marketing. 8. Segmenting and Targeting Markets. 9. Decision Support Systems and Marketing Research. PART III: PRODUCT DECISIONS. 10. Product Concepts. 11. Developing and Managing Products. 12. Services and Nonprofit Organization Marketing. PART IV: DISTRIBUTION DECISIONS. 13. Marketing Channels. 14. Supply Chain Management. 15. Retailing. PART V: PROMOTION AND COMMUNICATIONS STRATEGIES. 16. Promotional Planning for Competitive Advantage. 17. Advertising and Public Relations. 18. Sales Promotion and Personal Selling. PART VI: PRICING DECISIONS. 19. Pricing Concepts. 20. Setting the Right Price. PART VII: TECHNOLOGY-DRIVEN MARKETING. 21. Customer Relationship Management (C.R.M.). 22. Social Media and Marketing.