Principles of MarketingPearson/Prentice Hall, 2008 - 599 sayfa The 12 th edition of this popular text continues to build on four major marketing themes: building and managing profitable customer relationships, building and managing strong brands to create brand equity, harnessing new marketing technologies in the digital age, and marketing in a socially responsible way around the globe. Thoroughly updated and streamlined,Principles of Marketingtells the stories that reveal the drama of modern marketing, reflecting the major trends and forces that are impacting this dynamic and ever-changing field.Topics include: the marketing environment, managing information, consumer & business buyer behavior, segmentation, targeting, and positioning, branding strategies, distribution channels, advertising and sales promotion, direct marketing, and the global marketplace.An excellent tool for anyone in marketing and sales, whether self- or corporate- employed. |
Diğer baskılar - Tümünü görüntüle
Sık kullanılan terimler ve kelime öbekleri
advertising airline American behavior brand build buyer decision process buyers buying campaign channel chapter company's competitive competitors concept consumers costs create customer relationship management customer relationships customer value database dealers decisions direct marketing distribution e-mail environment example firms focus GEICO global groups HD DVD IKEA industry integrated marketing integrated marketing communications Internet iPod logistics major manufacturers market share marketing communications marketing mix marketing research marketing strategy McDonald's messages million NASCAR needs new-product Nike offers online marketing organization packaging pany percent personal selling positioning Procter & Gamble products and services profits programs purchase Real Marketing recent retailers sales force sales promotion salespeople says segments sellers Starbucks StubHub sumers suppliers target market television tion tomers Toyota Wal-Mart wholesalers