Principles of Marketing by Maria Gomez Albrecht
Date: 27 June 2023 | Posted by: AD-TEAM
pdf | 56.82 MB | English | Isbn: 979-8375031453 | Author: Maria Gomez Albrecht | Year: 2023
Description:
Printed in B&W. Released Jan 25, 2023.
Principles of Marketing is designed to meet the scope and sequence for a one-semester marketing course for undergraduate business majors and minors. Principles of Marketing provides a solid grounding in the core concepts and frameworks of marketing theory and analysis so that business students interested in a major or minor in marketing will also be prepared for more rigorous, upper-level elective courses. Concepts are further reinforced through detailed, diverse, and realistic company and organization scenarios and examples from various industries and geographical locations.
To illuminate the meaningful applications and implications of marketing ideas, the book incorporates a modern approach providing connections between topics, solutions, and real-world problems. Principles of Marketing is modular, allowing flexibility for courses with varied learning outcomes and coverage.
Table of Contents
Unit 1. Setting the Stage
Chapter 1. Marketing and Customer Value
Chapter 2. Strategic Planning in Marketing
Unit 2. Understanding the Marketplace
Chapter 3. Consumer Markets and Purchasing Behavior
Chapter 4. Business Markets and Purchasing Behavior
Chapter 5. Market Segmentation, Targeting, and Positioning
Chapter 6. Marketing Research and Market Intelligence
Chapter 7. Marketing in a Global Environment
Chapter 8. Marketing in a Diverse Marketplace
Unit 3. Product, Promotion, Price, and Place
Chapter 9. Products: Consumer Offerings
Chapter 10. Maintaining a Competitive Edge with New Offerings
Chapter 11. Services: The Intangible Product
Chapter 12. Pricing Products and Services
Chapter 13. Integrated Marketing Communications
Chapter 14. The Promotion Mix: Advertising and Public Relations
Chapter 15. The Promotion Mix: Personal Selling and Sales Promotion
Chapter 16. Direct, Online, Social Media, and Mobile Marketing
Chapter 17. Distribution: Delivering Customer Value
Chapter 18. Retailing and Wholesaling
Chapter 19. Sustainable Marketing: The New Paradigm
Answer Key
Index
Principles of Marketing is designed to meet the scope and sequence for a one-semester marketing course for undergraduate business majors and minors. Principles of Marketing provides a solid grounding in the core concepts and frameworks of marketing theory and analysis so that business students interested in a major or minor in marketing will also be prepared for more rigorous, upper-level elective courses. Concepts are further reinforced through detailed, diverse, and realistic company and organization scenarios and examples from various industries and geographical locations.
To illuminate the meaningful applications and implications of marketing ideas, the book incorporates a modern approach providing connections between topics, solutions, and real-world problems. Principles of Marketing is modular, allowing flexibility for courses with varied learning outcomes and coverage.
Table of Contents
Category:Market Research Business, Marketing & Consumer Behavior, Sales & Selling
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