Marketing: An IntroductionPrentice Hall, 2003 - 627 páginas Written for courses in Principles of Marketing at four-year and two-year colleges, this shorter overview aims to help students master the basic principles and practices of modern marketing in an enjoyable and practical way. Its coverage balances upon three essential pillars - (1) theory and concepts; (2) practices and applications; and (3) pedagogy - cultivating an efficient, effective teaching and learning environment. This sixth edition provides revised content throughout, and reflects the major trends and forces that are impacting marketing in this new, connected millennium. It includes new thinking and expanded coverage on a wide variety of topics, for example: relationship marketing; connecting technologies; the company value chain; value-delivery networks; and global marketing. |
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advertising Amazon.com analysis attract behavior brand build buyers buying channel chapter communications company's competitive competitors connect consumers costs create customer relationships customer satisfaction customer value dealers decisions deliver Dell Computer demographic develop distribution e-business e-commerce e-mail e-marketing example FedEx firms global groups growth growth-share matrix Home Depot industry Intel Internet keting logistics major manufacturers market segments market share marketing concept marketing environment marketing management marketing mix marketing research marketing strategy marketplace ment million mission needs Nike objectives offer organization package pany partners percent Pets.com positioning Procter & Gamble products and services profits programs promotion purchase Relationship marketing retailers sales force sales promotion salespeople says SBUS sellers selling specific Starbucks strategic planning sumers suppliers target markets tion today's tomers users viral marketing Wal-Mart wholesalers