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CONTEMPORARY MARKETING, 16E, International Edition has proven to be the premier teaching and learning solution for principles of marketing courses. This bestseller only grows stronger with each groundbreaking new edition, building on past milestones with exciting new innovations. The all-new Sixteenth Edition continues the tradition of delivering the most technologically advanced, student-friendly, instructor-supported text available. Current, relevant, and cutting-edge, CONTEMPORARY MARKETING, 16E, International Edition, remains in a class by itself.
Inhaltsverzeichnis
PART I: DESIGNING CUSTOMER ORIENTED MARKETING STRATEGIES.1. Marketing: The Art and Science of Satisfying Customers.2. Strategic Planning in Contemporary Marketing.3. The Marketing Environment, Ethics, and Social Responsibility.4. Social Media: Living in the Connected World.5. E-Business: Managing the Customer Experience.PART II: UNDERSTANDING BUYERS AND MARKETS.6. Consumer Behavior.7. Business-to-Business (B2B) Marketing.8. Global Marketing.PART III: TARGET MARKET SOLUTIONS.9. Market Segmentation, Targeting, and Positioning.10. Marketing Research and Sales Forecasting.11. Relationship Marketing and Customer Relationship Management (CRM).PART IV: PRODUCT DECISIONS.12. Product and Service Strategies.13. Developing and Managing Brand and Product Categories.PART V: DISTRIBUTION DECISIONS.14. Marketing Channels and Supply Chain Management.15. Retailers, Wholesalers, and Direct Marketers.PART VI: PROMOTIONAL DECISIONS.16. Integrated Marketing Communications, Advertising, and Public Relations.17. Personal Selling and Sales Promotion.PART VII: PRICING DECISIONS.18. Pricing Concepts.19. Pricing Strategies.Appendix A: Developing an Effective Marketing Plan.Appendix B: Financial Analysis in Marketing.
