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Full Description
Learn how to create value and gain loyal customers.Today's marketing challenge is to create vibrant, interactive communities of consumers who make products and brands a part of their daily lives. To help readers understand how to create value and gain loyal customers, Principles of Marketing presents fundamental marketing information in a comprehensive format, organized around an innovative customer-value framework.The fourteenth edition includes coverage on sustainability and a focus on marketing in today's challenging economic climate.
Contents
Part 1 - Defining Marketing and the Marketing Process Chapter 1: Marketing: Managing Profitable Customer Relationships Chapter 2: Company and Marketing Strategy: Partnering to Build Customer Relationships Part 2 - Understanding the Marketplace and Consumers Chapter 3: The Marketing Environment Chapter 4: Managing Marketing Information Chapter 5: Consumer Markets and Consumer Buyer Behavior Chapter 6: Business Markets and Business Buyer Behavior Part 3 - Designing a Customer-Driven Strategy and Mix Chapter 7: Customer-Driven Marketing Strategy: Creating Value for Target Customers Chapter 8: Product, Services, and Branding Strategy Chapter 9: New-Product Development and Product Life-Cycle Strategies Chapter 10: Pricing Products: Understanding and Capturing Customer Value Chapter 11: Pricing Products: Pricing Strategies Chapter 12: Marketing Channels and Supply Chain Management Chapter 13: Retailing and Wholesaling Chapter 14: Communicating Customer Value: Integrated Marketing Communications Strategy Chapter 15: Advertising and Public Relations Chapter 16 Personal Selling and Sales Promotion Chapter 17 Direct and Online Marketing: Building Direct Customer Relationships Part 4 - Extending Marketing Chapter 18: Creating Competitive AdvantageChapter 19: The Global Marketplace Chapter 20: Sustainable Marketing: Social Responsibility and Ethics Appendix 1: Marketing Plan Appendix 2: Marketing by the Numbers
