Marketing: Defined, Explained, Applied

Résumé

For undergraduate Principles of Marketing courses.

A unique breakdown of marketing that speaks to students’ learning style.

Marketing: Defined, Explained, Applied was written from the ground up with student feedback to be the most usable reference guide for Principles of Marketing students. The unique visual and organisational style of the text clearly presents key information that draws students into the material, allowing them to use their text rather than passively read it.

Contenu

• 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