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Marketing: An Introduction, 7e, helps students master modern marketing principles and practices. Written by today's best-selling marketing author team, this paperback text has a manageable 16 chapter organization and builds on the unprecedented success of its sixth edition by placing customer value in the driver's seat. An organizing customer value framework introduced in the first chapter sets the stage. All new video cases, new presentation resources, a new Driver's Manual student study guide, and OneKey all-in-one website for students and instructors are just a few reasons why this is the most contemporary marketing textbook.
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Features
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- Real world applications
—Every chapter has a chapter opening vignette, Marketing at Work vignettes, end of chapter activities, and video case that show how marketing concepts are applied in the real word. A balance of best-practice and up-and-coming companies are illustrated. All vignettes and cases have been updated or replaced to ensure currency. The result: nearly every real world vignette cites articles or research dated 2003.
- Companion website
—www.prenhall.com/kotler is free for students and hosts helpful resources and learning aids such as study quizzes, chapter outlines, links, and additional exercises. Even more media-rich resources are available online via our new OneKey solution (See Supplements for a complete description).
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Contents
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- DEFINING MARKETING AND THE MARKETING PROCESS.
- Marketing: Managing Profitable Customer Relationships.
- Company and Marketing Strategy: Partnering to Build Customer Relationships.
- UNDERSTANDING THE MARKETPLACE OF CONSUMERS.
- The Marketing Environment.
- Managing Marketing Information.
- Consumer and Business Buyer Behavior.
- DESIGNING A CUSTOMER-DRIVEN MARKETING STRATEGY AND MARKETING MIX.
- Segmentation, Targeting, and Positioning: Building the Right Relationships with the Right Customers.
- Product, Services, and Branding Strategies.
- New-Product Development and Product Life-Cycle Strategies.
- Pricing Considerations and Strategies.
- Marketing Channels and Supply Chain Management.
- Retailing and Wholesaling.
- Integrated Marketing Communication: Advertising, Sales Promotion, and Public Relations
- Integrated Marketing Communication: Personal Selling and Direct Marketing.
- EXTENDING MARKETING
- Marketing in the Digital Age.
- The Global Marketplace.
- Marketing and Society: Social Responsibility and Marketing Ethics.
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Book Details
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Author(s):
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ISBN
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9788131706916
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Pages
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714
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Imprint
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Pearson Education
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Binding
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Paperback
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© Year
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2007
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Weight
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1.285 Kg
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