Marketing : an introduction /
Material type:
TextPublication details: Boston : Prentice Hall, c2013.Edition: 11th edDescription: xx, 506 pages : Col. illustrationsISBN: - 9780132744034
- 0132744031
- HF 5415Â ARM
| Item type | Current library | Call number | Status | Date due | Barcode |
|---|---|---|---|---|---|
| Book | GIMPA Main Reference Section | HF 5415 ARM (Browse shelf(Opens below)) | Available | 66386 |
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| HF 5387 SHA Moral issues in business / | HF 5387 VEL Business ethics : concepts and cases / | HF 5414 LEE Social marketing : influencing behaviors for good / | HF 5415 ARM Marketing : an introduction / | HF 5415 ARM Marketing : an introduction / | HF 5415 DWY Business marketing : connecting strategy, relationships, and learning / | HF 5415 HUN Controversy in marketing theory : for reason, realism, truth, and objectivity / |
Includes index.
Marketing : creating and capturing customer value -- Company and marketing strategy : partnering to build customer relationships -- Analyzing the marketing environment -- Managing marketing information to gain customer insights -- Understanding consumer and business buyer behavior -- Customer-driven marketing strategy : creating value for target customers -- Products, services, and brands : building customer value -- Developing new products and managing the product life-cycle -- Pricing : understanding and capturing customer value -- Marketing channels : delivering customer value -- Retailing and wholesaling -- Communicating customer value : advertising and public relations -- Personal selling and sales promotion -- Direct and online marketing : building direct customer relationships -- The global marketplace -- Sustainable marketing : social responsibility and ethics.
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