| Edition |
6e [edition]. |
| Description |
xlii, 531 pages : illustrations ; 28 cm |
| Bibliography |
Includes bibliographical references and index. |
| Contents |
Part One: Initiating the Marketing Process. Ch. 1: Creating Customer Relationships and Value through Marketing -- Ch. 2 Developing Successful Organizational and Marketing Strategies -- Appendix A: Building an Effective Marketing Plan -- Ch. 3: Understanding the Marketing Environment, Ethical Behavior, and Social Responsibility |
|
Part Two: Understanding Buyers and Markets. Ch. 4: Understanding Consumer Behavior -- Ch. 5: Understanding Organizations as Customers -- Ch. 6: Understanding and Reaching Global Consumers and Markets |
|
Part Three: Targeting Marketing Opportunities. Ch. 7: Marketing Research: From Customer Insights to Actions -- Ch. 8: Market Segmentation, Targeting, and Positioning |
|
Part Four: Satisfying Marketing Opportunities. Ch. 9: Developing New Products and Services -- Ch. 10: Managing Successful Products, Services, and Brands -- Ch. 11: Pricing Products and Services -- Ch. 12: Managing Marketing Channels and Supply Chains -- Ch. 13: Retailing and Wholesaling -- Ch. 14: Integrated Marketing Communications and Direct Marketing |
|
Ch. 15: Advertising, Sales Promotion, and Public Relations -- Ch. 16: Using Social Media to Connect with Consumers -- Ch. 17: Personal Selling and Sales Management -- Ch. 18: Implementing Interactive and Multichannel Marketing -- Appendix B: Planning a Career in Marketing. |
| Subject |
Marketing.
|
|
Marketing. |
| Added Author |
Hartley, Steven W.
|
| ISBN |
9780077729035 (alkaline paper) |
|
007772903X (alkaline paper) |
|
