MKTG
5th Edition
Published on 24. February 2011
Book
Mixed media product
400 pages
978-1-111-52809-6 (ISBN)
Description
Created through a 'student-tested, faculty-approved' review process with students and faculty, "MKTG5" is an engaging and accessible solution to accommodate the diverse lifestyles of today's learners at a value-based price.
Created through a 'student-tested, faculty-approved' review process with students and faculty, "MKTG5" is an engaging and accessible solution to accommodate the diverse lifestyles of today's learners at a value-based price.
Created through a 'student-tested, faculty-approved' review process with students and faculty, "MKTG5" is an engaging and accessible solution to accommodate the diverse lifestyles of today's learners at a value-based price.
More details
Edition
5th Revised edition
Language
English
Place of publication
Florence
United States
Publishing group
Cengage Learning, Inc
Target group
College/higher education
Edition type
Revised edition
Dimensions
Height: 246 mm
Width: 189 mm
Thickness: 20 mm
ISBN-13
978-1-111-52809-6 (9781111528096)
Copyright in bibliographic data is held by Nielsen Book Services Limited or its licensors: all rights reserved.
Schweitzer Classification
Persons
Content
PART I: THE WORLD OF MARKETING. 1. An Overview of Marketing. 2. Strategic Planning for Competitive Advantage. 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 COMMUNICATION 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 (CRM). 22. Social Media Marketing. Endnotes. Name and Organization Index. Subject Index.