ISBN 13 : 978-1-350-32789-4

Sommaire :
PART 1: INTRODUCTION: AN OVERVIEW OF MODERN MARKETING
Chapter 1: The Modern Marketing Concept
Chapter 2: The First Principles of Marketing
Chapter 3: First Principles in Action - Navigating the World of Digital Marketing

PART 2: MARKETING PRINCIPLE #1: ALL CUSTOMERS DIFFER
Chapter 4: Managing Customer Differences
Chapter 5: Understanding Customer and Organizational Buyer Behavior
Chapter 6: Marketing for Global and Cross-Cultural Differences

PART 3: MARKETING PRINCIPLE #2: ALL CUSTOMERS CHANGE
Chapter 7: Managing Customer Dynamics
Chapter 8: The Changing World of Retail and Omnichannel Marketing
Chapter 9: Marketing Research & Analytics for Managing Customer Dynamics & Customer Differences

PART 4: MARKETING PRINCIPLE #3: ALL COMPETITORS REACT
Chapter 10: Managing Sustainable Competitive Advantage
Chapter 11: Brand-based Advantages and Advertising
Chapter 12: Offering-based Advantages, Innovation and Product-Service Strategy
Chapter 13: Relationship-based Advantages, CRM and Channel Management

PART 5: MARKETING PRINCIPLE #4: ALL RESOURCES ARE LIMITED
Chapter 14: Managing Resource Tradeoffs and Pricing Strategy
Chapter 15: Managing Resource Tradeoffs in Integrated Marketing Communications and Personal Selling

Langue : Anglais

Localisation : Bibliothèque Campus de Nice

Support : Papier

Etat : Présent

Propriétaire : Bibliothèque