| Edition |
7th (Pearson new int. ed.) |
| Description |
ii, 614 p. : col. ill., col. map ; 28 cm. |
| Note |
Includes index. |
| Contents |
Welcome to the world of marketing : create and deliver value -- Strategic market planning : take the big picture -- Thrive in the marketing environment : the world is flat -- Marketing research : gather, analyze, and use information -- Consumer behavior : how and why we buy -- Business-to-business markets : how and why organizations buy -- Sharpen the focus : target marketing strategies and customer relationship management -- Create the product -- Manage the product -- Services and other intangibles : marketing the product that isn't there -- Price the product -- Old and new media : from one-to-many to many-to-many -- One to many : advertising, public relations, and consumer sales promotion -- One to one : trade promotion, direct marketing, and personal selling -- Deliver value through supply chain management, channels of distribution, and logistics -- Retailing : bricks and clicks. |
| Subject |
Marketing -- Vocational guidance
|
| Added Author |
Marshall, Greg W
|
|
Stuart, Elnora W
|
| ISBN |
9781292023168 |
|
9780132176842 |
|
013217684X |
|
