Marketing: Theory, Evidence, Practice tells the story of marketing, its theories, concepts and real life applications, while providing a realistic overview of the marketing world. It demonstrates the practical application of marketing skills, illustrated by case studies and practitioner profiles, and gives students industry insight that will support them in their careers.
Inhaltsverzeichnis
- 1. What Do Marketing Executives Do?
- 2. Consumer Behaviour and Business Buyer Behaviour
- 3. Meaningful Marketing Metrics
- 4. Market Research
- 5. The Marketing Environment
- 6. Customer Segmentation and Targeting
- 7. Products (Goods and Services)
- 8. Physical Availability, Retailing and Shopping
- 9. Pricing and Discounting
- 10. Selling and Sales Management
- 11. Advertising
- 12. Media Decisions
- 13. Developing and Implementing a Marketing Plan
- 14. Global Marketing
- 15. Ethics and Social Responsibility
- 16. Social Marketing
- 17. Social Responsibility and Ethics
