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Marketing: Defined, Explained, Applied, 2nd edition

  • Michael P Levens

Published by Pearson (July 20th 2019) - Copyright © 2012

2nd edition

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Marketing: Defined, Explained, Applied (Subscription)

ISBN-13: 9780132997270

Includes: eBook
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$59.99

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  • eBook

    A digital version of the text you can personalize and read online or offline.

Overview

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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