| Edition |
12th
|
| Publication |
New Delhi, Pearson Prentice Hall, 2008.
|
| Description |
xxxii, 557pGreen spine
|
| Summary/Abstract |
Defines marketing and the marketing process, provides an understanding of the marketplace and its consumers, of customer-driven marketing strategy and integrated marketing mix , and discusses extending marketing and the global marketplace.
|
| Contents |
Marketing : Managing profitable customer relationships
Company and marketing strategy : prtnering to build customer relationships
The marketing environment
Managing marketing information
Consumer markets and consumer buyer behaviour
Business markets and nusiness buyer behaviour
Customer-driven marketing strategy
Product, services and branding strategy
New-product development and product life-cycles strategies
Pricing products:understanding and capturing customer value
Pricing products : pricing strategies
Marketing channels and supply chain management
Retailing and wholesaling
Communication customer value
Advertising and public relations
Personal selling and sales promotion
Direct and online marketing : building direct customer relationships
Creating competitive advantage
The global advantage
Marketing ethics and social responsibility
|
| Standard Number |
8131715477 Pb.
|