Marketing

This edition continues to provide an authoritative and holistic platform whilst delivering updated, cutting-edge content in new and exciting ways. Written in a concise and straight-to-the-point manner with plenty of real-world examples, it provides the definitive principles of marketing in a format that is both interesting and engaging to students. 'Marketing' is proof that long-standing theory is still contemporary and can be delivered in a manner that is fresh and relevant to the students of today.Pt. 1: The Strategic Marketing Process. 1. Marketing: Creating Superior Value. 2. Marketing: Delivering and Capturing Value. 3. Strategic Planning and Marketing. 4. Marketing Strategies for Competitive Advantage -- Pt. 2: Understanding the Market. 5. The Global Marketing Environment. 6. Information Management and Market Research. 7. Consumer Behaviour. 8. Business to Business Behaviour. Pt. 3: Implementing a Customer Driven Strategy. 9. Customer Driven Marketing Strategy (formerly called Market Segmentation, Targeting and Positioning). 10. Products and Services Marketing. 11. New Products. 12. Pricing for Value. 13. Marketing Channels. 14. Retailing and Wholesaling. 15. Sales Promotion and Selling. 16. Advertising and PR. 17. Direct and Online Marketing. Pt. 4: Extending Marketing. 18. Tapping into Markets Across the Globe. 19. Responsible Marketing. Appendix 1: Marketing Plans. Appendix 2: Marketing by the Numbers.732 page(s)8th ed