Marketing : an introduction
著者
書誌事項
Marketing : an introduction
Pearson, c2015
12th ed
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注記
Includes bibliographical references (p. 597-622) and indexes
内容説明・目次
内容説明
Marketing: An Introduction is intended for use in undergraduate Principles of Marketing courses. It is also suitable for those interested in learning more about the fundamentals of marketing.
This best-selling, brief text introduces marketing through the lens of creating value for customers.
With engaging real-world examples and information, Marketing: An Introduction shows students how customer value-creating it and capturing it-drives every effective marketing strategy.
The Twelfth Edition reflects the latest trends in marketing, including new coverage on online, social media, mobile, and other digital technologies.
MyMarketingLab for Marketing: An Introduction is a total learning package. MyMarketingLab is an online homework, tutorial, and assessment program that truly engages students in learning. It helps students better prepare for class, quizzes, and exams-resulting in better performance in the course-and provides educators a dynamic set of tools for gauging individual and class progress.
This program will provide a better teaching and learning experience-for you and your students.
Improve Results with MyMarketingLab: MyMarketingLab delivers proven results in helping students succeed and provides engaging experiences that personalize learning.
Guide Student's Learning: The text's active and integrative "Road to Learning Marketing" presentation helps students learn, link, and apply major concepts.
Encourage Students to Apply Concepts: A practical marketing-management approach provides in-depth, real-life examples and stories that engage students with basic marketing concepts and bring the marketing journey to life.
Cover New Marketing Trends and Technology: Every chapter of this edition features revised and expanded discussions on the explosive impact of exciting new marketing technologies.
Note: You are purchasing a standalone product; MyMarketingLab does not come packaged with this content. If you would like to purchase both the physical text and MyMarketingLab search for ISBN-10: 0133763528/ISBN-13: 9780133763522. That package includes ISBN-10: 0133451275/ISBN-13: 9780133451276 and ISBN-10: 0133455122/ISBN-13: 9780133455120. MyMarketingLab is not a self-paced technology and should only be purchased when required by an instructor.
Note: MyMarketingLab is not a self-paced technology and should only be purchased when required by an instructor.
目次
Brief Contents
PART 1 DEFINING MARKETING AND THE MARKETING PROCESS 2
1 Marketing: Creating and Capturing Customer Value 2
2 Company and Marketing Strategy: Partnering to Build Customer Value and Relationships 36
PART 2 UNDERSTANDING THE MARKETPLACE AND CUSTOMER VALUE 64
3 Analyzing the Marketing Environment 64
4 Managing Marketing Information to Gain Customer Insights 96
5 Understanding Consumer and Business Buyer Behavior 130
PART 3 DESIGNING A CUSTOMER VALUE-DRIVEN STRATEGY AND MIX 168
6 Customer-Driven Marketing Strategy: Creating Value for Target Customers 168
7 Products, Services, and Brands: Building Customer Value 200
8 New Product Development and Product Life-Cycle Strategies 236
9 Pricing: Understanding and Capturing Customer Value 264
10 Marketing Channels: Delivering Customer Value 302
11 Retailing and Wholesaling 334
12 Engaging Consumers and Communicating Customer Value: Advertising and Public Relations 366
13 Personal Selling and Sales Promotion 402
14 Direct, Online, Social Media, and Mobile Marketing 434
PART 4 EXTENDING MARKETING 466
15 The Global Marketplace 466
16 Sustainable Marketing: Social Responsibility and Ethics 494
Appendix 1 Company Cases 523
Appendix 2 Marketing Plan 557
Appendix 3 Marketing by the Numbers 569
Glossary 587
References 597
Index 623
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