CUST EBOOK MARKETING 1e
1st Edition
1308276117
·
9781308276113
© 2017 | Published: February 9, 2017
Marketing 1e is designed for today's changing student population with an emphasis on experiential learning and the value that marketers create. The key themes of digital, services, ethics, and value that are at the forefront of contemporary teaching …
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PART 1: Assessing the Marketplace
Chapter 1 Overview of MarketingChapter 2 Digital Marketing
Chapter 3 Marketing Ethics, Sustainability and CSR
Chapter 4 Analysing the Marketing Environment
PART 2: Understanding and Targeting the Marketplace
Chapter 5 Consumer Behaviour
Chapter 6 Segmentation, Targeting and Positioning
Chapter 7 Marketing Research
PART 3: Value Creation
Chapter 8 Product and Branding Decisions
Chapter 9 Developing New Products
Chapter 10 Services: The Intangible Product
PART 4: Value Capture, Delivery and Communication
Chapter 11 Pricing Concepts for Establishing Value
Chapter 12 Supply Chain, Channel Management, Retail
Chapter 13 Integrated Marketing Communications, Advertising and PR
Marketing 1e is designed for today's changing student population with an emphasis on experiential learning and the value that marketers create. The key themes of digital, services, ethics, and value that are at the forefront of contemporary teaching and practice are integrated throughout and illustrated with real world examples that will spark the imagination. Marketing 1e thoroughly addresses the explosion of digital technology and new influencers, such as social media, and the impact on marketing.