Front cover image for Marketing : an introduction

Marketing : an introduction

Print Book, English, ©2003
Prentice Hall, Upper Saddle River, NJ, ©2003
Einführung
1 volume (various pagings) : color illustrations ; 26 cm + 1 CD-ROM (4 3/4 in.)
9780130351333, 9780131202757, 9780130475503, 9780273678182, 0130351334, 0131202758, 0130475505, 0273678183
47922889
Marketing in a changing world : creating customer value and satisfaction
Strategic planning and the marketing process
Marketing in the Internet age
The marketing environment
Managing marketing information
Consumer and business buyer behavior
Market segmentation, targeting, and positioning for competitive advantage
Product and services strategy
New-product development and product life-cycle strategies
Pricing products : pricing considerations and strategies
Marketing channels and supply chain management
Retailing and wholesaling
Integrated marketing communications : advertising, sales promotion, and public relations
Integrated marketing communications : personal selling and direct marketing
The global marketplace
Marketing and society : social responsibility and marketing ethics
Appendix 1: Marketing arithmetic
Appendix 2: Careers in marketing
Notes
Video cases
Glossary