Marketing: Pearson New International Edition
Real People, Real Choices
7e édition
Spécifications
- Éditeur
- Pearson Education
- Édition
- 7
- Auteur
- Greg Marshall, Elnora Stuart, Michael Solomon,
- Langue
- anglais
- BISAC Subject Heading
- BUS043000 BUSINESS & ECONOMICS / Marketing > BUS058000 BUSINESS & ECONOMICS / Sales & Selling
- BIC subject category (UK)
- KJS Sales & marketing
- Code publique Onix
- 05 Enseignement supérieur
- Date de première publication du titre
- 01 novembre 2013
- Subject Scheme Identifier Code
- Classification thématique Thema: Ventes et marketing
VitalSource eBook
- Date de publication
- 01 novembre 2013
- ISBN-13
- 9781292036342
- Ampleur
- Nombre de pages de contenu principal : 624
- Code interne
- 1292036346
- Protection technique e-livre
- DRM
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Sommaire
Part 1: Make Marketing Value Decisions
Chapter 1. Welcome to the World of Marketing: Create and Deliver Value
Chapter 2. Strategic Market Planning: Take the Big Picture
Chapter 3. Thrive in the Marketing Environment: The World Is Flat
Part 2: Understand Consumers’ Value Needs
Chapter 4. Marketing Research: Gather, Analyze, and Use Information
Chapter 5. Consumer Behavior: How and Why We Buy
Chapter 6. Business-to-Business Markets: How and Why Organizations Buy
Chapter 7. Sharpen the Focus: Target Marketing Strategies and Customer Relationship Management
Part 3: Create the Value Proposition
Chapter 8. Create the Product
Chapter 9. Manage the Product
Chapter 10. Services and Other Intangibles: Marketing the Product That Isn’t There
Chapter 11. Price the Product
Part 4: Communicate the Value Proposition
Chapter 12. Old and New Media: From One to Many to Many to Many
Chapter 13. Advertising, Sales Promotion, and Public Relations: One to Many
Chapter 14. Personal Selling, Sales Management, and Direct Marketing: One to One
Part 5: Deliver the Value Proposition
Chapter 15. Deliver Value through Supply Chain Management, Channels of Distribution, and Logistics
Chapter 16. Retailing: Bricks and Clicks
Appendix A: Marketing Plan: The S&S Smoothie Company
Appendix B: Marketing Math