Printed

Marketing 9ed

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PART 1 INITIATING the MARKETING PROCESS
1 Creating Customer Relationships and Value
Through Marketing 3
2 Developing Successful Marketing and
Organizational Strategies 27
Appendix A Building an Effective Marketing
Plan 54
3 Scanning the Marketing Environment 69
4 Ethical and Social Responsibility in
Marketing 95
PART 2 UNDERSTANDING BUYERS and MARKETS
5 Understanding Consumer Behavior 115
6 Understanding Organizations as Customers 143
7 Understanding & Reaching Global Consumers and
Markets 165
PART 3 TARGETING MARKETING OPPORTUNITIES
8 Marketing Research: From Customer Insights to
Actions 197
9 Segmenting, Positioning, and Forecasting
Markets 225
PART 4 SATISFYING MARKETING OPORTUNITIES
10 Developing New Products and Services 253
11 Managing Products and Brands 279
12 Managing Services 307
13 Building the Price Foundation 329
14 Arriving at the Final Price 355
Appendix B Financial Aspects of Marketing380
15 Managing Marketing Channels and Wholesaling389
16 Customer Driven Supply Chain and Logistics
Management 415
17 Retailing 437
18 Integrated Marketing Communications and
Direct Marketing 463
19 Advertising, Sales Promotion, and Public
Relations 489
20 Personal Selling and Sales Management 521
PART 5 MANAGING the MARKETING PROCESS
21 Implementing Interactive and Multichannel
Marketing 549
22 Pulling it all Together: The Strategic
Marketing Process 573
Appendix C Planning a Career in Marketing600
Appendix D Alternate Cases 618

This edition of ‘Marketing’ is designed to (1) build on the experience we’ve developed during the past eight editions of the text, (2) continue our leadership role in exploring new topics and perspectives, and (3) offer pedagogical innovation that matches today’s educational demands.

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Ketersediaan

Informasi Detail

Judul Seri

-

No. Panggil

658.8 KER m

Penerbit

Boston : McGraw-Hill., 2009

Deskripsi Fisik

xlv, 742 hal. : ilus. ; 28,5 cm

Bahasa

English

ISBN/ISSN

978-0-07-340472-1

Klasifikasi

658.8

Tipe Isi

-

Tipe Media

-

Tipe Pembawa

-

Edisi

9

Subjek

Marketing

Info Detail Spesifik

-

Pernyataan Tanggungjawab

-

Versi lain/terkait

Lampiran Berkas

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