ISE ESSENTIALS OF MARKETING

Descripción

Libro digital para leer en línea o en app móvil

Descripción:
This book is about marketing and marketing strategy
planning. At its essence, marketing strategy planning is
about figuring out how to do a superior job of satisfying
customers. We take that point of view seriously and believe
in practicing what we preach. So you can trust that
this new edition of Essentials of Marketing—and all of the
other teaching and learning materials that accompany it—
will satisfy your needs. We’re very excited about this
16th edition of Essentials of Marketing and we hope that
you will be as well.

Tabla de contenidos:

00_Frontmatter
01_Marketing’s Value to Consumers, Firms, and Society
02_Marketing Strategy Planning
03_Evaluating Opportunities in the Changing Market Environment
04_Focusing Marketing Strategy with Segmentation and Positioning
05_Final Consumers and Their Buying Behavior
06_Business and Organizational Customers and Their Buying Behavior
07_Improving Decisions with Marketing Information
08_Elements of Product Planning for Goods and Services
09_Product Management and New-Product Development
10_Place and Development of Channel Systems
11_Distribution Customer Service and Logistics
12_Retailers, Wholesalers, and Their Strategy Planning
13_Promotion—Introduction to Integrated Marketing Communications
14_Personal Selling and Customer Service
15_Advertising and Sales Promotion
16_Publicity: Promotion Using Earned Media, Owned Media, and Social Media
17_Pricing Objectives and Policies
18_Price Setting in the Business World
19_Ethical Marketing in a Consumer-Oriented World: Appraisal and Challenges
20_Appendix A
21_Appendix B
22_Appendix C
23_Appendix D
24_Bonus chapters
25_Video Cases
26_Cases
27_Glossary
28_Notes
29_Author Index
30_Company Index
31_Subject Index