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ISBN 13 : 978-0273762607

Sommaire : 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 plan
Appendix 2, Marketing metrics
Appendix 3, Careers in marketing

Langue : Anglais

Edition : 2ème

Lieu d'édition : CAMBRIDGE

Illustration(s) : Photographie(s) ; Schémas

Localisation : Bibliothèque Campus de Nice

Support : Papier

Etat : Présent

Propriétaire : Bibliothèque