| Edition |
9th ed. |
| Description |
xxxi, 785 pages, 53 unnumbered pages : color illustrations ; 28 cm + 1 computer optical disc (4 3/4 in.) |
| Bibliography |
Includes bibliographical references and indexes. |
| Contents |
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. |
| Subject |
Marketing.
|
|
Marketing. |
| Added Author |
Armstrong, Gary.
|
| ISBN |
0130263125 hardcover |
|
0130283290 |
|
