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eISBN : 9781292220239

Sommaire : Part 1: Defining Marketing and the Marketing Process?
1. Marketing: Creating Customer Value and Engagement?
2. Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships?

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

Part 3: Designing a Customer Value—Driven Strategy and Mix?
7. Customer Value—Driven Marketing Strategy: Creating Value for Target Customers?
8. Products, Services, and Brands: Building Customer Value?
9. Developing New Products and Managing the Product Life Cycle ?
10. Pricing: Understanding and Capturing Customer Value?
11. Pricing Strategies: Additional Considerations?
12. Marketing Channels: Delivering Customer Value?
13. Retailing and Wholesaling?
14. Engaging Consumers and Communicating Customer Value: Integrated Marketing Communication Strategy?
15. Advertising and Public Relations?
16. Personal Selling and Sales Promotion?
17. Direct, Online, Social Media, and Mobile Marketing?

Part 4: Extending Marketing?
18. Creating Competitive Advantage?
19. The Global Marketplace?
20. Sustainable Marketing: Social Responsibility and Ethics?
Appendix 1: Marketing Plan?
Appendix 2: Marketing by the Numbers?
Appendix 3: Careers in Marketing

Langue : Anglais

Edition : 17ème

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

Localisation : Bibliothèque Campus de Nice

Support : Numérique

Etat : Présent

Propriétaire : Bibliothèque