Marketing Information Management: Exploring the Edges of the Information Age

ISBN-13: 9781465258731 / Angielski / Miękka / 2014 / 338 str.

McCallum

Spis treści

• Foreword: Why Care About Marketing—And This Book?
• Part I: What Is Marketing?
• Chapter 1: Core Marketing Principles And Concepts
• Chapter 2: The Strategic Marketing Management Process
• Part Ii: Understanding Environments And Customers
• Chapter 3: The Marketing Environment
• Chapter 4: Managing Marketing Information
• Chapter 5: Understanding Consumer Decision Making And Behavior
• Chapter 6: Understanding Organizational Markets And Organizational Buying Behavior
• Chapter 7: Segmentation, Target Marketing, And Positioning
• Part Iii: Managing The Marketing Mix
• Chapter 8: Products, Services, And Life Cycle Management
• Chapter 9: Brands And Brand Management
• Chapter 10: Developing New Products
• Chapter 11: Managing Supply Chain And Logistics Relationships
• Chapter 12: Key Intermediaries: Wholesalers, Retailers, And Facilitating Agents
• Chapter 13: Pricing And Price Management
• Chapter 14: An Introduction To Integrated Marketing Communications
• Chapter 15: Advertising, Sales Promotion, Publicity, Public Relations, Personal Selling, And Direct Marketing
• Part Iv: Extending Basic Marketing Concepts And Practice
• Chapter 16: Global Marketing
• Chapter 17: Corporate Social Responsibility, Ethics, And Sustainability
• Glossary
• Index