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PART I: Defining Marketing and the Marketing ProcessChapter 1. Marketing: Managing Profitable Customer RelationshipsChapter 2. Company and Marketing Strategy: Partnering to Build Customer Relationships PART II: Understanding the Marketplace of ConsumersChapter 3. The Marketing EnvironmentChapter 4. Managing Marketing InformationChapter 5. Consumer and Business Buyer Behavior PART III: Designing a Customer-Driven Marketing Strategy and Marketing MixChapter 6. Segmentation, Targeting, and Positioning: Building the Right Relationships with the Right CustomersChapter 7. Product, Services, and Branding StrategyChapter 8. New-Product Development and Product Life-Cycle StrategiesChapter 9. Pricing: Understanding and Capturing Customer ValueChapter 10. Marketing Channels and Supply Chain ManagementChapter 11. Retailing and WholesalingChapter 12. Communicating Customer Value: Advertising, Sales Promotion, and Public RelationsChapter 13. Communicating Customer Value: Personal Selling and Direct Marketing PART IV: Extending MarketingChapter 14. Marketing in the Digital AgeChapter 15. The Global MarketplaceChapter 16. Marketing Ethics and Social Responsibility
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Produktdetaljer

ISBN
9780132300056
Publisert
2006-08-09
Utgave
8. utgave
Utgiver
Vendor
Pearson
Aldersnivå
05, U
Språk
Product language
Engelsk
Format
Product format
Lydfil
Antall sider
656