Creating Value for Customers
Format: Hardcover
ISBN13: 9780256228779
Hardcover|9780256228779
Out of Stock
Overview
Part I Developing Marketing Plans and Strategies Chapter One Marketing: Creating Value for Customers Chapter Two Environmental Analysis Chapter Three Global Marketing Challenges Chapter Four Marketing Planning and Organization Strategy Part II Understanding Customers and Markets Chapter Five Marketing Research: Information and Technology Chapter Six Consumer Behavior Chapter Seven Organizational Buying Behavior Chapter Eight Market Segmentation Part III Managing and Developing Products and Services Chapter Nine Managing Existing Products Chapter Ten Developing New Products Chapter Eleven Marketing Services Part IV Pricing Principles and Strategies Chapter Twelve Fundamentals of Pricing Chapter Thirteen Pricing Goods and Services Part V Placement: Distributing Goods and Services Chapter Fourteen Managing Distribution Channels Chapter Fifteen Wholesaling and Physical Distribution Chapter Sixteen Retailing Part VI Promotion: Integrated Marketing Communications Chapter Seventeen Managing Marketing Communications Chapter Eighteen Advertising, Sales Promotion, and Publicity Chapter Nineteen Personal Selling and Sales Management Part VII Evaluating Marketing Effectiveness Chapter Twenty Implementing and Controlling Marketing Activities Appendix A Developing a Marketing Plan Appendix B Career Opportunities in Marketing Appendix C Mathematics Used in Marketing Notes Glossary Indexes
| ISBN-13 | 9780256228779 |
|---|---|
| ISBN-10 | 0256228779 |
| Weight | 3.55 Pounds |
| Dimensions | 9.00 x 1.25 x 11.50 In |
| List Price | $113.33 |
| Edition | 2nd Edition |
| Format | Hardcover |
|---|---|
| Pages | 656 pages |
| Publisher | Irwin Professional Pub |
| Published On | 1997-08-01 |
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