Dhruv Grewal,
Michael Levy
Marketing: 2024 Release ISE
Paperback Engels 2024 9e druk 9781266930607Levertijd ongeveer 11 werkdagen
Gratis verzonden
Samenvatting
Marketing was designed to show today’s social and digital students how marketing adds value and how firms maintain and rely on value for establishing lasting relationships with customers.
The authors explore both fundamentals and new marketing influences such as digital, social and mobile marketing, marketing analytics, and the psychology influencer on consumer behavior. Written in an engaging, highly visual format with up-to-date examples throughout for today's mobile and modern students and instructors.
Specificaties
Lezersrecensies
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Inhoudsopgave
SECTION 1: ASSESSING THE MARKETPLACE <br> 1 Overview of Marketing <br> 2 Developing Marketing Strategies and a Marketing Plan <br> Appendix 2a: Writing a Marketing Plan <br> 3 Digital Marketing: Online, Social, and Mobile <br> 4 Conscious Marketing, Corporate Social Responsibility, and Ethics <br> Appendix 4a: Understanding Ethics Using Scenarios <br> 5 Analyzing the Marketing Environment <br><br>SECTION 2: UNDERSTANDING THE MARKETPLACE <br> 6 Consumer Behavior <br> 7 Business-to-Business Marketing<br> 8 Global Marketing <br><br>SECTION 3: TARGETING THE MARKETPLACE <br> 9 Segmentation, Targeting, and Positioning <br>10 Marketing Research and Analytics <br> Appendix 10a: Using Secondary Data to Assess Customer Lifetime Value (CLV) <br><br>SECTION 4: VALUE CREATION <br>11 Product, Branding, and Packaging Decisions<br>12 Developing New Products <br>13 Services: The Intangible Product <br><br>SECTION 5: VALUE CAPTURE <br>14 Pricing Concepts for Capturing Value <br>15 Strategic Pricing Methods and Tactics<br> <br>SECTION 6: VALUE DELIVERY: DESIGNING THE SUPPLY CHAIN AND MARKETING CHANNELS <br>16 Supply Chain and Marketing Channel Management <br>17 Retailing and Omnichannel Marketing <br><br>SECTION 7: VALUE COMMUNICATION <br>18 Integrated Marketing Communications <br>19 Advertising, Public Relations, and Sales Promotions<br>20 Personal Selling and Sales Management<br>
Rubrieken
- advisering
- algemeen management
- coaching en trainen
- communicatie en media
- economie
- financieel management
- inkoop en logistiek
- internet en social media
- it-management / ict
- juridisch
- leiderschap
- marketing
- mens en maatschappij
- non-profit
- ondernemen
- organisatiekunde
- personal finance
- personeelsmanagement
- persoonlijke effectiviteit
- projectmanagement
- psychologie
- reclame en verkoop
- strategisch management
- verandermanagement
- werk en loopbaan