Principles of Marketing

Beschreibung

Contents: BRIEF CONTENTS Guided tour Preface About the author Publisher's acknowledgements Chapter 1 Marketing: creating and capturing customer value Chapter 2 Company and marketing strategy Chapter 3 Analysing the marketing environment Chapter 4 Managing marketing information to gain customer insights Chapter 5 Consumer markets and consumer buyer behaviour Chapter 6 Business markets and business buyer behaviour Chapter 7 Customer-driven marketing strategy: creating value for target customers Chapter 8 Branding: developing strong brands Chapter 9 Products and services Chapter 10 Pricing strategies Chapter 11 Marketing channels Chapter 12 Market communication Chapter 13 Creating competitive advantage Chapter 14 Marketing in a global marketplace striving for sustainability Subject index Company index. (Beschreibung aus externen Buchdaten)

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