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Marketing : an introduction /

Contributor(s): Material type: TextPublication details: Boston : Pearson, 2013.Edition: 3rd Custom ed for the University of GuelphISBN:
  • 9781256850854
  • 1256850853
Subject(s): LOC classification:
  • HF 5415 .M37 2013
Contents:
Marketing : creating and capturing customer value -- Company and marketing strategy : partnering to build customer relationships -- Analyzing the marketing environment -- Managing marketing information to gain customer insights -- Understanding consumer and business buyer behavior -- Customer-driven marketing strategy : creating value for target customers -- Products, services, and brands : building customer value -- Developing new products and managing the product life-cycle -- Pricing : understanding and capturing customer value -- Marketing channels : delivering customer value -- Retailing and wholesaling -- Communicating customer value : advertising and public relations -- Personal selling and sales promotion -- Direct and online marketing : building direct customer relationships -- The global marketplace -- Sustainable marketing : social responsibility and ethics.
Action note:
  • Cataloguing: 20260305 564564
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Holdings
Cover image Item type Current library Home library Collection Shelving location Call number Materials specified Vol info URL Copy number Status Notes Date due Barcode Item holds Item hold queue priority Course reserves
Books Murang'a University of Technology Library General stacks HF 5415 .M37 2013 (Browse shelf(Opens below)) Available 017598
Books Murang'a University of Technology Library General stacks HF 5415 .M37 2013 (Browse shelf(Opens below)) Available 026639

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Marketing : creating and capturing customer value -- Company and marketing strategy : partnering to build customer relationships -- Analyzing the marketing environment -- Managing marketing information to gain customer insights -- Understanding consumer and business buyer behavior -- Customer-driven marketing strategy : creating value for target customers -- Products, services, and brands : building customer value -- Developing new products and managing the product life-cycle -- Pricing : understanding and capturing customer value -- Marketing channels : delivering customer value -- Retailing and wholesaling -- Communicating customer value : advertising and public relations -- Personal selling and sales promotion -- Direct and online marketing : building direct customer relationships -- The global marketplace -- Sustainable marketing : social responsibility and ethics.

Cataloguing: 20260305 564564

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