"The Prince" and "The Art of War"Machiavelli, Niccolo
ISBN: 0131865919
Marketing : An Introduction
Armstrong, Gary; Kotler, Philip
ISBN 10: 0131865919 / 0-13-186591-9ISBN 13: 9780131865914
Publication Date: 2006
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Marketing : An Introduction: Synopsis
PART I:nbsp;nbsp;nbsp;nbsp;nbsp;nbsp;nbsp;Defining Marketing and the Marketing Process Chapter 1.nbsp;nbsp;nbsp;nbsp;Marketing: Managing Profitable Customer Relationships Chapter 2.nbsp;nbsp;nbsp; Company and Marketing Strategy: Partnering to Build Customer Relationships nbsp; PART II:nbsp;nbsp;nbsp;nbsp;nbsp;nbsp;Understanding the Marketplace of Consumers Chapter 3.nbsp;nbsp;nbsp;nbsp;The Marketing Environment Chapter 4.nbsp;nbsp;nbsp; Managing Marketing Information Chapter 5.nbsp;nbsp;nbsp; Consumer and Business Buyer Behavior nbsp; PART III:nbsp;nbsp;nbsp;nbsp;Designing a Customer-Driven Marketing Strategy and Marketing Mix Chapter 6.nbsp;nbsp;nbsp; Segmentation, Targeting, and Positioning: Building the Right Relationships with the Rightnbsp;Customers Chapter 7.nbsp;nbsp;nbsp; Product, Services, and Branding Strategy Chapter 8.nbsp;nbsp;nbsp; New-Product Development and Product Life-Cycle Strategies Chapter 9.nbsp;nbsp;nbsp; Pricing: Understanding and Capturing Customer Value Chapter 10.nbsp;nbsp;Marketing Channels and Supply Chain Management Chapter 11.nbsp;nbsp;Retailing and Wholesaling Chapter 12.nbsp;nbsp;Communicating Customer Value: Advertising, Sales Promotion, and Public Relations Chapter 13.nbsp;nbsp;Communicating Customer Value: Personal Selling and Direct Marketing nbsp; PART IV:nbsp;nbsp;nbsp;nbsp; Extending Marketing Chapter 14.nbsp;nbsp;Marketing in the Digital Age Chapter 15.nbsp;nbsp;The Global Marketplace Chapter 16.nbsp;nbsp;Marketing Ethics and Social Responsibility
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Marketing: An Introduction (ISBN: 0131865919 / 0-13-186591-9) Armstrong, Gary; Kotler, Philip |
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