Link to the ebook : http://ezproxy.univ-catholille.fr/login?url=https://www.vleb...

eISBN : 9780273787853

Contents :
Part 1–Defining Marketing and the Marketing Process
1. Marketing: Creating and Capturing Customer Value
2. Company and Marketing Strategy: Partnering to Build Customer Relationships

Part 2–Understanding the Marketplace and Consumers
3. Analyzing the Marketing Environment
4. Managing Marketing Information to Gain Customer Insights
5. Consumer Markets and Consumer Buyer Behavior
6. Business Markets and Business Buyer Behavior

Part 3–Designing a Customer-Driven Marketing Strategy and Marketing Mix
7. Customer-Driven Marketing Strategy:Creating Value for Target Customers
8. Product, Services, and Brands: Building Customer Value
9. New-Product Development and Life-Cycle Strategies
10. Pricing:Understanding and Capturing Customer Value
11. Pricing Strategies
12. Marketing Channels: Delivering Customer Value
13. Retailing and Wholesaling
14. Communicating Customer Value: Integrated Marketing Communication Strategy
15. Advertising and Public Relations
16. Personal Selling and Sales Promotion
17. Direct and Online Marketing: Building Direct Customer Relationships

Part 4–Extending Marketing
18. Creating Competitive Advantage
19. The Global Marketplace
20. Sustainable marketing: Social Responsibility and Ethics

Language : English

Print : 15ème

Figure(s) : Photographie(s) ; Tableau(x) ; Schémas

Location : Nice Library

Material : Electronic

Statement : Présent

Owner : Bibliothèque