Marketing (10th ed )

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Langue : Anglais
Couverture de l'ouvrage Marketing (10th ed )

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Ouvrage 608 p. · Relié
Since the first edition, this book has been a leader-easy and enjoyable to read, practical and comprehensive in its content and orientation, full of current topical information, and examples and illustrations of marketing as it is "best" in Canada and around the world by leading Canadian and global firms, large and small. This edition not only continues this tradition, but also steps out to meet the challenges we face in our ever-changing environment.

Marketing 10c/e presents the total system of business actions focused on customers and carried out by managers in individual organizations in the context of the larger economy and society. Regardless of whether managers are employed by a business or not-for-profit organization, are providers of goods or services, or are doing business domestically or globally, they need to understand the essential ideas-the big ideas-that are responsible for the marketing of today and the future.

PART 1 - MARKETING TODAY AND TOMORROW

Chapter 1: What Marketing¿s All About

Chapter 2: The Dynamic Marketing Environment

PART 2 - DEVELOPING TARGET MARKETS

Chapter 3: Understanding the Customer

Chapter 4: Market Segmentation and Other Strategies

Chapter 5: B2B Marketing

Chapter 6: Getting the Marketing Information We Need

PART 3 - PRODUCT AND SERVICES STRATEGY AND DEVELOPMENT

Chapter 7: Product Planning and Strategies

Chapter 8: Services Marketing and Customer Relationships

Chapter 9: Branding, Packaging, and Other Product Features

PART 4 - MARKETING COMMUNICATIONS

Chapter 10: Marketing Communications

Chapter 11: Management of Advertising

Chapter 12: Selling, Sales Promotion and Public Relations

PART 5 - DISTRIBUTION

Chapter 13: Retailing

Chapter 14: Supply Systems

PART 6 - PRICING STRATEGIES AND TACTICS

Chapter 15: Price and Value

PART 7 - TYING MARKETING TOGETHER

Chapter 16: Marketing: A State of Mind