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Product details:
- ISBN-10 : 0133084043
- ISBN-13 : 978-0133084047
- Author: Gary Armstrong
Principles of Marketing helps current and aspiring marketers master todays key marketing challenge: to create vibrant, interactive communities of consumers who make products and brands a part of their daily lives. Presenting fundamental marketing information within an innovative customer-value framework, the book helps readers understand how to create value and gain loyal customers.
The fifteenth edition has been thoroughly revised to reflect the major trends and forces impacting marketing in this era of customer value and high-tech customer relationships. Emphasizing the great role that technology plays in contemporary marketing, its packed with new stories and examples illustrating how companies employ technology to gain competitive advantagefrom traditional marketing all-stars such as P&G and McDonalds to new-age digital competitors such as Apple and Google.
Table contents:
I. UNDERSTANDING MARKETING AND THE MARKETING PROCESS.
2. Strategic Planning and the Marketing Process.
3. The Global Marketing Environment.
II. DEVELOPING MARKETING OPPORTUNITIES AND STRATEGIES.
5. Consumer Markets and Consumer Buying Behavior.
6. Business Markets and Business Buyer Behavior.
7. Market Segmentation, Targeting, and Positioning for Competitive Advantage.
III. DEVELOPING THE MARKETING MIX.
9. New-Product Development and Product Life-Cycle Strategies.
10. Pricing Products: Pricing Considerations and Approaches.
11. Pricing Products: Pricing Strategies.
12. Distribution Channels and Logistics Management.
13. Retailing and Wholesaling.
14. Integrated Marketing Communication Strategy.
15. Advertising, Sales Promotions, and Public Relations.
16. Personal Selling and Sales Management.
17. Direct and Online Marketing.
IV. MANAGING MARKETING.
19. The Global Marketplace.
20. Marketing and Society: Social Responsibility and Marketing Ethics.
Appendix 1. Measuring and Forecasting Demand.
Appendix 2. Marketing Arithmetic.
Appendix 3. Careers in Marketing.
Glossary.
Index.
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