PRINCIPLES AND PRACTICE OF MARKETING (EPUB EBOOK)

DESCRIPTION

CONTENTS

Table of Contents Part 1: Fundamentals of Marketing 1. Marketing in the Modern Organization 2. The Marketing Environment 3. Consumer Behaviour 4. Organizational Buying Behaviour 5. Marketing Ethics and Corporate Social Responsibility 6. Marketing Research and Information Systems 7. Market Segmentation and Positioning Part 2: Creating Customer Value 8. Value Through Brands 9. Value Through Services 10.Value Through Relationships 11.Value Through Innovation 12. Value Through Pricing Part 3: Communicating and Delivering Customer Value 13. Integrated Marketing Communications 14. Mass Marketing Communications 15. Direct Marketing Communications 16. Digital Marketing and Social Media 17. Distribution Part 4: Marketing Planning for Strategic Advantage 18. Marketing Planning: An Overview of Strategic Analysis and Decision-Making 19. Analysing Competitors and Creating a Competitive Advantage 20. Product Strategy: Product Life-Cycle, Portfolio Planning and Product Growth Strategies 21. Global Marketing Strategy 22. Managing Marketing Implementation, Organization and Control