Marketing: An IntroductionThis accessible, streamlined introduction to marketing by two of today's best-selling marketing authors helps users master the basic principles and practices of modern marketing in an enjoyable and practical way.The new edition is an even more effective text than its predecessors: it is complete, easy to manage, and explains how marketing affects the big picture in business and influences specific company divisions like accounting, information technologies, finance, operations, and human resources. Updated to present the latest marketing thinking, it builds upon a framework which positions marketing as the art and science of creating valueforcustomers in order to capture valuefromcustomers in return.An excellent resource and tool for those employed in the field of marketing and sales; especially helpful for employees of global companies. |
Contents
PART ONE Defining Marketing and the Marketing Process | 2 |
Reviewing the Concepts 34 Navigating the Key Terms 36 Travel Log | 36 |
Defining a MarketOriented Mission 42 Setting Company Objectives and Goals 43 Designing | 44 |
Copyright | |
42 other sections not shown
Common terms and phrases
advertising Amazon.com American attract boomers brand build buyer decision process buying center channel chapter Coca-Cola communications company's competitive competitors concept consumers costs create customer lifetime value customer relationship management customer relationships customer satisfaction customer value database dealers decisions develop direct marketing Disney distribution evaluate example firms focus global groups Harley-Davidson industry Internet keting Kmart Krispy Kreme logistics major manufacturers market segments marketing environment marketing management marketing mix marketing research marketing strategy marketplace million NASCAR needs new-product offers organization packaging pany partners percent positioning Procter & Gamble products and services profitable programs purchase relationship management response result retailers sales force salespeople says sellers selling social specific spend Starbucks strategic planning sumers suppliers supply chain target market tion tomers Wal-Mart wholesalers