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Principles of marketing /
| Hlavní autor: | |
|---|---|
| Další autoři: | |
| Médium: | Printed Book |
| Vydáno: |
Noida :
Pearson India,
c2016.
|
| Vydání: | 15th ed.; |
| Témata: |
Obsah:
- Marketing : creating and capturing customer value
- Company and marketing strategy : partnering to build customer relationships
- Analyzing the marketing environment
- Managing marketing information to gain customer insights
- Consumer markets and consumer buyer behavior
- Business markets and business buyer behavior
- Customer-driven marketing strategy : creating value for target customers
- Products, services, and brands : building customer value
- New-product development and product life-cycle strategies
- Pricing products : understanding and capturing customer value
- Pricing strategies
- Marketing channels : delivering customer value
- Retailing and wholesaling
- Communicating customer value : integrated marketing communication strategy
- Advertising and public relations
- Personal selling and sales promotion
- Direct and online marketing : building direct customer relationships
- Creating competitive advantage
- The global marketplace
- Sustainable marketing.