Marketing: An Introduction

For undergraduate Principles of Marketing courses.

This best-selling, brief text introduces marketing through the lens of creating value for customers.

Todays marketing is about creating customer value and building profitable customer relationships. With engaging real-world examples and information, Marketing: An Introduction shows students how customer valuecreating it and capturing itdrives every effective marketing strategy.

(Pearson)

Bli först med att recensera och betygsätt boken Marketing: An Introduction - du kan vinna 200 kr varje månad i tävlingen "Månadens recension".

 Part 1      Defining Marketing and the Marketing Process

                        1   Marketing: Creating and Capturing Customer Value                                                                     

                        2   Company and Marketing Strategy: Partnering to Build Customer Relationships                             

       Part 2      Understanding the Marketplace and Consumers

                        3   Analyzing the Marketing Environment                                                                                          

                        4   Managing Marketing Information to Gain Customer Insights                                                         

                        5   Understanding Consumer and Business Buyer Behavior                                     &nbs...

(Pearson)