Principles of marketing
著者
書誌事項
Principles of marketing
Pearson/Prentice Hall, c2006
11th ed
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注記
Includes bibliographical references and indexes
内容説明・目次
内容説明
For the principles of marketing course. The comprehensive, classic principles text that in its new edition incorporates a customer value framework to tie together marketing concepts for students. This book has a new customer-value, customer-relationships framework, and includes a completely revised chapter 1 that shows this framework from the very start of the text; a reworked chapter 2 that places profitable customer relationships at the very center of marketing; and in all, from the first chapter through the last, this text reinforces the theme that value enhances profit. The result: Students have a comprehensive overview that is continually referred to throughout the text, and reflects the major trends and forces that are impacting marketing in this new age of managing profitable customer relationships. A new five-step model of the marketing process shows students how marketers reap rewards by developing customer loyalty, market share, profits, and customer equity. chapter-opening and real marketing examples illustrate important new concepts within real world business applications.
Every one has been revised, updated, or replaced to ensure the examples reflect current research and sources. This book includes NASCAR: Creating Customer Experiences (ch 1); McDonald's: I'm Lovin' It! (ch 3); Lexus: Delighting Customers to Keep them Coming Back (ch 5); UPS: What Can Brown do for Business Customers? (ch 6); Pottery Barn Lifestyle (ch 7).
目次
I. DEFINING MARKETING AND THE MARKETING PROCESS.
1. Marketing: Managing Profitable Customer Relationships.
2. Company and Marketing Strategy: Partnering to Build Customer Relationships.
II. UNDERSTANDING THE MARKETPLACE AND CONSUMERS.
3. The Marketing Environment.
4. Managing Marketing Information.
5. Consumer Markets and Consumer Buyer Behavior.
6. Business Markets and Business Buyer Behavior.
III. DESIGNING A CUSTOMER-DRIVEN STRATEGY AND MARKETING MIX.
7. Segmentation, Targeting, and Positioning: Building the Right Relationships with the Right Customers.
8. Product, Services, and Branding Strategies.
9. New-Product Development and Life-Cycle Strategies.
10. Pricing Considerations and Approaches.
11. Pricing Strategies.
12. Distribution Channels and Logistics Management.
13. Retailing and Wholesaling.
14. Integrated Marketing Communication Strategy.
15. Advertising, Sales Promotion, and Public Relations.
16. Personal Selling and Direct Marketing.
IV. EXTENDING MARKETING.
17. Creating Competitive Advantage.
18. Marketing in the Digital Age.
19. The Global Marketplace.
20. Marketing Ethics and Social Responsibility.
APPENDIXES.
Forecasting Market Demand.
Marketing Plan.
Marketing Math.
Careers in Marketing (on-line only).
Glossary, Author Index, Company Index, Subject Index.
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