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Category : Marketing

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Table of content: PART 1: INITIATING THE MARKETING PROCESS
Chapter 1: Creating Customer Relationships and Value through Marketing
Chapter 2: Developing Successful Organizational and Marketing Strategies
Appendix A: Building an Effective Marketing Plan
Chapter 3: Scanning the Marketing Environment
Chapter 4: Ethical and Social Responsibility in Marketing
PART 2: UNDERSTANDING BUYERS AND MARKETS
Chapter 5: Understanding Consumer Behavior
Chapter 6: Understanding Organizations as Customers
Chapter 7: Understanding and Reaching Global Consumers and Markets
PART 3: TARGETING MARKETING OPPORTUNITIES
Chapter 8: Marketing Research: From Customer Insights to Actions
Chapter 9: Market Segmentation, Targeting, and Positioning
PART 4: SATISFYING MARKETING OPPORTUNITIES
Chapter 10: Developing New Products and Services
Chapter 11: Managing Successful Products, Services, and Brands
Chapter 12: Services Marketing
Chapter 13: Building the Price Foundation
Chapter 14: Arriving at the Final Price
Appendix B: Financial Aspects of Marketing
Chapter 15: Managing Marketing Channels and Supply Chains
Chapter 16: Retailing and Wholesaling
Chapter 17: Integrated Marketing Communications and Direct Marketing
Chapter 18: Advertising, Sales Promotion, and Public Relations
Chapter 19: Using Social Media to Connect with Consumers
Chapter 20: Personal Selling and Sales Management
PART 5: MANAGING THE MARKETING PROCESS
Chapter 21: Implementing Interactive and Multichannel Marketing
Chapter 22: Pulling It All Together: The Strategic Marketing Process
Product Details: Language: English
ISBN-10: 1259573540
ISBN-13: 978-1259573545
ISBN-13: 9781259573545
Author: Roger A. Kerin, Steven W. Hartley
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