Principles of marketing /
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| Formato: | Libro |
| Publicado: |
Upper Saddle River, N.J. :
Prentice Hall,
c2001.
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| Edición: | 9th ed. |
| Materias: | |
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Tabla de Contenidos:
- Understanding marketing and the marketing process. Marketing in a changing world: creating customer value and satisfaction Strategic planning and the marketing process The marketing environment Developing marketing opportunities and strategies. Marketing research and information systems Consumer markets and consumer buyer behavior Business markets and business buyer behavior Market segmentation, targeting, and positioning for competitive advantage Developing the marketing mix. Product and services strategy New-product development and product life-cycle strategies Pricing products: pricing considerations and approaches Pricing products: pricing strategies Distribution channels and logistics management Retailing and wholesaling Integrated marketing communications strategy Advertising, sales promotion, and public relations Personal selling and sales management Direct and online marketing: the new marketing model Managing marketing. Competitive strategies: attracting, retaining, and growing customers The global marketplace Marketing and society: social responsibility and marketing ethics Appendix 1: Measuring and forecasting demand Appendix 2: Marketing arithmetic Appendix 3: Careers in marketing