Principles of marketing /
Material type:
TextPublisher: Upper Saddle River, New Jersey, Pearson Education, Inc., [2004]Copyright date: ©2004Edition: Tenth edition; International edition; Pearson international editionDescription: 1 volume (various paging) : illustrations ; 29 cmContent type: - text
- unmediated
- volume
- 9780131212763
- 0131212761
- 658.8 KOP 23
| Item type | Current library | Collection | Call number | Status | Notes | Date due | Barcode | Item holds | |
|---|---|---|---|---|---|---|---|---|---|
Book
|
Library B | Business and Finance | 658.8 KOP (Browse shelf(Opens below)) | Available | Donated by Yasmine Mazyouna (Senior Admin Assistant SOIT) | 1004592 |
Includes glossary.
Includes bibliographical references and indexes.
Chapter 1: Marketing: Managing Profitable Customer Relationships -- Chapter 2: Company and Marketing Strategy: Partnering to Build Customer Relationships -- Chapter 3: The Marketing Environment -- Chapter 4: Managing Marketing Information -- Chapter 5: Consumer Markets and Consumer Buyer Behavior -- Chapter 6: Business Markets and Business Buyer Behavior -- Chapter 7: Segmentation, Targeting, and Positioning: Building the Right Relationships with the Right Customers -- Chapter 8: Product, Services, and Branding Strategy -- Chapter 9: New-Product Development and Product Life-Cycle Strategies -- Chapter 10: Pricing Products: Understanding and Capturing Customer Value -- Chapter 11: Pricing Products: Pricing Strategies -- Chapter 12: Marketing Channels and Supply Chain Management -- Chapter 13: Retailing and Wholesaling -- Chapter 14: Communicating Customer Value: Integrated Marketing Communications Strategy -- Chapter 15: Advertising and Public Relations -- Chapter 16: Personal Selling and Sales Promotion -- Chapter 17: Direct and Online Marketing: Building Direct Customer Relationships -- Chapter 18: Creating Competitive Advantage -- Chapter 19: The Global Marketplace -- Chapter 20: Marketing Ethics and Social Responsibility.
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