Marketing : the core
Author(s)
Bibliographic Information
Marketing : the core
McGraw-Hill Education, c2018
7th ed
Available at 2 libraries
  Aomori
  Iwate
  Miyagi
  Akita
  Yamagata
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  Tochigi
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  Tokyo
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  Toyama
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  Fukui
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  Kyoto
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  Nara
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  Tottori
  Shimane
  Okayama
  Hiroshima
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  Tokushima
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  Kochi
  Fukuoka
  Saga
  Nagasaki
  Kumamoto
  Oita
  Miyazaki
  Kagoshima
  Okinawa
  Korea
  China
  Thailand
  United Kingdom
  Germany
  Switzerland
  France
  Belgium
  Netherlands
  Sweden
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  United States of America
Note
Includes indexes
Description and Table of Contents
Table of Contents
Part 1 Initiating the Marketing Process
1 Creating Customer Relationships and Value through Marketing 2
2 Developing Successful Organizational and Marketing Strategies 24
Appendix A Building an Effective Marketing Plan 52
3 Understanding the Marketing Environment, Ethical Behavior,and Social Responsibility 68
Part 2 Understanding Buyers and Markets
4 Understanding Consumer Behavior 94
5 Understanding Organizations as Customers 122
6 Understanding and Reaching Global Consumers and Markets 142
Part 3 Targeting Marketing Opportunities
7 Marketing Research: From Customer Insights to Actions 172
8 Market Segmentation, Targeting, and Positioning 202
Part 4 Satisfying Marketing Opportunities
9 Developing New Products and Services 228
10 Managing Successful Products, Services, and Brands 258
11 Pricing Products and Services 288
12 Managing Marketing Channels and Supply Chains 314
13 Retailing and Wholesaling 340
14 Integrated Marketing Communications and Direct Marketing368
15 Advertising, Sales Promotion, and Public Relations 394
16 Using Social Media and Mobile Marketing to Connect with Consumers 424
17 Personal Selling and Sales Management 452
Part 5 Managing the Marketing Process
18 Implementing Interactive and Multichannel Marketing 480
Appendix B Planning a Career in Marketing 504
by "Nielsen BookData"