Buch, Englisch, 480 Seiten, Format (B × H): 275 mm x 230 mm, Gewicht: 882 g
Buch, Englisch, 480 Seiten, Format (B × H): 275 mm x 230 mm, Gewicht: 882 g
ISBN: 978-1-260-09210-3
Verlag: McGraw-Hill Education
Autoren/Hrsg.
Weitere Infos & Material
SECTION 1: ASSESSING THE MARKETPLACE
1 Overview of Marketing
2 Developing Marketing Strategies and a Marketing Plan
3 Social and Mobile Marketing
4 Conscious Marketing, Corporate Social Responsibility, and Ethics
5 Analyzing the Marketing Environment
SECTION 2: UNDERSTANDING THE MARKETPLACE
6 Consumer Behavior
7 Business-to-Business Marketing
8 Global Marketing
SECTION 3: TARGETING THE MARKETPLACE
9 Segmentation, Targeting, and Positioning
10 Marketing Research
SECTION 4: VALUE CREATION
11 Product, Branding, and Packaging Decisions
12 Developing New Products
13 Services: The Intangible Product
SECTION 5: VALUE CAPTURE
14 Pricing Concepts for Establishing Value
SECTION 6: VALUE DELIVERY: DESIGNING THE CHANNEL AND SUPPLY CHAIN
15 Supply Chain and Channel Management
17 Retailing and Omnichannel Marketing
SECTION 7: VALUE COMMUNICATION
18 Integrated Marketing Communications
19 Advertising, Public Relations, and Sales Promotions
20 Personal Selling and Sales Management