ISE Marketing

Descripción

Libro digital para leer en línea o en app móvil

Descripción:
We are pleased to welcome you to the seventh edition of Marketing! Since
the first edition, we have been committed to emphasizing a basic, yet
essential, theme: Marketing adds value. This theme comes through not only
in our instructional features but also in our covers. With each edition’s
cover, we have featured a product that, because of marketing, has become
more valuable in the eyes of consumers than it might have otherwise
become. Last edition we featured chocolate; in previous editions we featured
coffee, water, and jeans. For this seventh edition, we feature energy bars.
These are all familiar products that started out as commodities but became
high-value branded products because of marketing.

Tabla de contenidos:

00_Frontmatter
01_Overview of Marketing
02_Developing marketing strategies and a marketing plan
03_Digital marketing: online, social, and mobile
04_Conscious marketing, corporate social responsability, and ethics
05_Analyzing the Marketing Environment
06_Consumer behaviour
07_Business to business marketing
08_Global marketing
09_Segmentation, targeting, and positioning
10_Marketing Research
11_Product, branding, and packaging decisions
12_Developing new products
13_Services: The Intangible Product
14_Pricing concepts for capturing value
15_Strategic Pricing Methods and Tactics
16_Supply chain and channel management
17_Retailing and Omnichannel Marketing
18_Integrated marketing communications
19_Advertising, public relations, and sales promotions
20_Personal Selling and Sales Management
21_Glossary
22_Name index
23_Company index
24_Subject index