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Marketing : Creating and Keeping Customer 7e Zikmund

Stan

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O książce

This proven, consistent text provides thorough treatment of e-commerce, emerging markets, new technologies and hot marketing trends. All concepts and topics are discussed with the goal of helping the reader adapt to, and strategically plan for, changes in the marketing environment. This edition retains trademark early coverage of strategy and an overall strategic focus, with increased emphasis on critical thinking skills in marketing, global and relationship marketing.

Spis treści

INTRODUCTION.

1. The Nature of Marketing.
2. Marketing Management: Strategy and Ethical Behavior.
3. Environmental Forces in an E-commerce World: The Macroenvironment.
4. The Microenvironment in an Era of Global Business.

PART I: ANALYSIS OF MARKET AND BUYER BEHAVIOR.

5. Information Technology and Research Management.
6. Consumer Behavior.
7. Business Markets and Organizational Buying.
8. Market Segmentation, Targeting, and Positioning Strategies.

PART II: PRODUCT STRATEGY FOR GLOBAL COMPETITION.

9. The Elements of Products.
10. Strategies for New Products and Product Life Cycle.
11. Strategies for Services and Relationship Marketing.

PART III: DISTRIBUTION STRATEGY.

12. The Nature of Distribution.
13. Retailing, Direct Marketing, and Wholesaling.
14. Supply Chain and Physical Distribution Management.

PART IV: INTEGRATED MARKETING COMMUNICATIONS.

15. Integrated Marketing Communications.
16. Advertising in an e-commerce World.
17. Personal Selling and Sales Management.
18. Sales Promotion, Publicity, and Public Relations.

PART V: PRICING STRATEGY.

19. Introduction to Pricing Concepts.
20. Pricing Strategy and Tactics.

APPENDICES.
A: Internet Insights Into Marketing Careers.
B: The Business Plan.
C: Marketing Audit.
D: Organizing the Marketing Function.