ISBN 13 : 978-1-292-20030-9

Contents : 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 metrics
Appendix 2, Careers in marketing

Nbre volumes : 0

Language : English

Print : 4ème

Place of publishing : CAMBRIDGE

Figure(s) : Photographie(s) ; Schémas

Location : Nice Library

Material : Paper

Statement : Présent

Owner : Bibliothèque