Marketing: Defined, Explained, Applied, 2nd edition
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Marketing is your go-to guide for understanding the principles of marketing. The unique visual and organizational style of this text presents key information in a clear and easy-to-read format that draws readers into the material. You'll learn what it takes to be a successful marketer in business today.
Published by Pearson (July 14th 2021) - Copyright © 2012
Category: Principles of Marketing
Table of contents
Chapter 1. The Meaning of Marketing
Chapter 2. The Market in Marketing
Chapter 3. Planning and Marketing in an Organization
Chapter 4. A Broader Perspective on Marketing
Chapter 5. Global Marketing
Chapter 6. Value for Customers
Chapter 7. A Perspective on Consumer Behavior
Chapter 8. Consumer Insight
Chapter 9. The Brand
Chapter 10. Segmenting, Targeting, and Positioning
Chapter 11. The Marketing Plan
Chapter 12. Product and Service Strategies
Chapter 13. Pricing Strategies
Chapter 14. Supply Chain and Distribution Strategies
Chapter 15. Retailing and Wholesaling
Chapter 16. Marketing Communications: Advertising and Sales Promotion
Chapter 17. Personal Selling and Direct Marketing Strategies
Chapter 18. Integrated Marketing Communications
Chapter 19. The Marketing Mix
Chapter 20. Marketing Measurement
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