Marketing : an introduction
著者
書誌事項
Marketing : an introduction
Pearson Education, 2012
2nd ed., European adaptation ed
- : [pbk.]
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注記
Includes bibliographical references and index
"Authorized adaptation from the United States edition, entitled Marketing: An Introduction, 10th Edition"--T.p. verso
First published: 2009
内容説明・目次
内容説明
Marketing: An Introduction is your clear, comprehensive and concise guide to the key ideas in marketing, focusing on how to deliver improved customer value in order to achieve marketing success.
The second European edition of this classic text has been updated with the latest ideas in marketing and with numerous new European marketing examples and case studies. The authors prompt students to discover the concepts of marketing and translate them into real commercial practice for themselves.
目次
Part 1 - Defining Marketing and the Marketing Process
1. Marketing: Managing profitable Customer Relationships
2. Company and Marketing Strategy: partnering to build customer relationships
Part 2 - Understanding the marketplace and consumers
3. The Marketing Environment
4. Managing Marketing Information
5. Consumer and Business Buyer behaviour
Part 3 - Designing a Customer-driven Marketing Strategy and Marketing Mix
6. Segmentation, targeting and positioning: Building the right relationships with the right customers
7. Product, services and branding strategy
8. Developing new products and managing the product life cycle
9. Pricing: understanding and capturing customer value
10. Marketing channels and supply chain management
11. Retailing and wholesaling
12. Communicating customer value: Advertising, sales promotion and public relations
13. Communicating customer value: Personal selling and direct marketing
Part 4 - Extending Marketing
14. Marketing in the digital age
15. The global marketplace
16. Ethics, social responsibility and sustainability
Appendix 1, Marketing plan
Appendix 2, Marketing metrics
Appendix 3, Careers in marketing
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