Principles of marketing /
| Main Author: | |
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| Other Authors: | |
| Format: | Book |
| Language: | English |
| Published: |
Upper Saddle River, NJ :
Pearson Prentice Hall,
2005.
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| Edition: | 11th ed. |
| Subjects: |
Table of Contents:
- Marketing
- Company and marketing strategy : partnering to build customer relationships
- The marketing environment
- Managing marketing information
- Consumer markets and consumer buyer behavior
- Business markets and business buyer behavior
- Segmentation, targeting, and positioning : building the right relationships with the right customers
- Product, services, and branding strategy
- New-product development and product life-cycle strategies
- Pricing products : pricing considerations and strategies
- Pricing products : pricing strategies
- Marketing channels and supply chain management
- Retailing and wholesaling
- Integrated marketing communications strategy
- Personal selling and direct marketing
- Creating competitive advantage
- Marketing in the digital age
- The global marketplace
- Marketing and society : social responsibilityand marketing ethics.