Marketing: principles and perspectives with olc and premium content (5th ed )

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Langue : Anglais

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Marketing: Principles and Perspectives, 5e is a cutting edge text. In the first four editions, we demonstrated this leading coverage with our strong integration of Integrated Marketing Communication, cross-functional teams, and integration of the Internet throughout. The authors not only talk about what marketing is, but prepare students to be marketers by involving them in interactive exercises which strengthen decision making skills. The perspectives approach is present in the fifth edition, however, the over-riding theme concentrates on building customer equity.
Part One: Marketing in a Dynamic Environment
1. An Overview of Contemporary Marketing
2. The Global Marketing Environment
3. Marketing's Strategic Role in the Organization
Part Two: Buying Behavior
4. Consumer Buying Behavior and Decision Making
5. Business to Business Markets and Buying Behavior
Part Three: Marketing Research and Market Segmentation
6. Marketing Research and Decision Support Systems
7. Market Segmentation and Targeting
Part Four: Product and Service Concepts and Strategies
8. Product and Service Concepts
9. Developing New Products and Services
10. Product and Service Strategies
Part Five: Pricing Concepts and Strategies
11. Pricing Concepts
12. Price Determination and Pricing Strategies
Part Six: Marketing Channels and Logistics
13. Marketing Channels
14. Retailing
15. Wholesaling and Logistics Management
Part Seven: Integrated Marketing Communications
16. An Overview of Marketing Communications
17. Advertising and Public Relations
18. Consumer and Trade Sales Promotion
19. Personal Selling and Sales Management
20. Direct Marketing Communications
Appendix A: Developing a Marketing Plan
Appendix B: Applications of Mathematical and Financial
Tools to Marketing Decisions