Marketing (10th ed )
Auteur : SOMMERS
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
Date de parution : 07-2004
Ouvrage de 608 p.