ean 9780324536508 temática MARKETING edición 13ª año Publicación 2008 idioma INGLÉS editorial CENGAGE LEARNING páginas 784 formato CARTONÉ 55,65 €    PEDIR   NOVEDAD

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Over the years, Kurtz’s PRINCIPLES OF CONTEMPORARY MARKETING has proven to be the premier Principles of Marketing teaching and learning solution. With each groundbreaking new edition, this bestseller only grows stronger, building on past milestones with exciting new innovations. The all-new PRINCIPLES OF CONTEMPORARY MARKETING, 13E continues the Boone & Kurtz tradition of delivering the most technologically advanced, student-friendly, instructor-supported text available. Current, relevant, and cutting edge, PRINCIPLES OF CONTEMPORARY MARKETING remains...In a Class by Itself.

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Part One: DESIGNING CUSTOMER-ORIENTED MARKETING STRATEGIES. 1. Marketing: The Art and Science of Satisfying Customers. 2. Strategic Planning and the Marketing Process. Appendix: Creating an Effective Marketing Plan. 3. The Marketing Environment, Ethics, and Social Responsibility. 4. E-Business in Contemporary Marketing Part Two: UNDERSTANDING BUYERS AND MARKETS. 5. Consumer Behavior. 6. Business-to-Business (B2B) Marketing. 7. Global Marketing. Part Three: TARGET MARKET SELECTION. 8. Marketing Research and Sales Forecasting. 9. Market Segmentation, Targeting, and Positioning. 10. Relationship Marketing and Customer Relationship Management (CRM). Part Four: PRODUCT DECISIONS. 11. Product and Service Strategies. 12. Developing and Managing Brand and Product Categories. Part Five: DISTRIBUTION DECISIONS. 13. Marketing Channels and Supply Chain Management. 14. Retailers, Wholesalers, and Direct Marketers. Part Six: PROMOTIONAL DECISIONS. 15. Integrated Marketing Communications. 16. Advertising and Public Relations. 17. Personal Selling and Sales Promotion. Part Seven: PRICING DECISIONS. 18. Pricing Concepts. 19. Pricing Strategies.