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Fler böcker inom
- Mixed media product
- Språk: Engelska
- Utg.datum: 2010-06-17
- Upplaga: 5
- Förlag: FT PRENTICE HALL
- Medarbetare: Armstrong, Gary / Wong, Veronica / Saunders, John / Burk Wood, Marian / Armstrong, Gary
- Dimensioner: 275 x 210 x 54 mm
- Vikt: 2840 g
- Antal komponenter: 2
- Komponenter: Paperback (1), Online resource (1)
- ISBN: 9780273743279
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Innehållsförteckning
Part one Marketing now
Chapter 1 Marketing now
Chapter 2 Sustainable marketing: marketing ethics and social responsibility
Chapter 3 Strategic marketing
Part two Markets
Chapter 4 The marketing environment
Chapter 5 Consumer markets
Chapter 6 Business-to-business marketing
Chapter 7 Marketing research
Part three Core strategy
Chapter 8 Relationship marketing
Chapter 9 Segmentation and positioning
Chapter 10 Competitive strategy
Part four Product
Chapter 11 Product and branding strategy
Chapter 12 New-product development and product life-cycle strategies
Chapter 13 Marketing services
Part five Price
Chapter 14 Pricing
Part six Promotion
Chapter 15 Communicating customer value: integrated marketing communications strategy
Chapter 16 Advertising and public relations
Chapter 17 Personal selling and sales promotion
Chapter 18 Direct and online marketing: building direct customer relationships
Part seven Place
Chapter 19 Managing marketing channels
Chapter 20 The global marketplace
Glossary
Subject index
Company index
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