Principles of marketing
Includes bibliographical references and 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 -- Consumer markets and c...
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| Autor principal: | |
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| Altres autors: | |
| Format: | Llibre |
| Idioma: | Undetermined |
| Publicat: |
Harlow.
Pearson
2016
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| Matèries: | |
| Accés en línia: | http://lrc.tdmu.edu.vn/opac/search/detail.asp?aID=2&ID=33884 |
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| Thư viện lưu trữ: | Trung tâm Học liệu Trường Đại học Thủ Dầu Một |
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| Sumari: | Includes bibliographical references and 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 -- Consumer markets and consumer buyer behavior -- Business markets and business buyer behavior -- Customer-driven marketing strategy : creating value for target customers -- Products, services, and brands : building customer value -- New-product development and product life-cycle strategies -- Pricing products : understanding and capturing customer value -- Pricing strategies : additional considerations -- Marketing channels : delivering customer value -- Retailing and wholesaling -- Communicating customer value : integrated marketing communication strategy -- Advertising and public relations -- Personal selling and sales promotion -- Direct and online marketing : building direct customer relationships -- Creating competitive advantage -- The global marketplace -- Sustainable marketing : social responsibility and ethics |
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| Descripció física: | 731 p. |