Details:
- Resource Links:Contributor: Open Textbook Library; BC Open Textbook Project; BCcampusDate:Created2015Summary:
Principles of Marketing teaches the experience and process of actually doing marketing - not just the vocabulary. It carries five dominant themes throughout in order to expose students to marketing in today's environment.
Contents:- What is marketing?
- Strategic planning
- Consumer behavior : how people make buying decisions
- Business buying behavior
- Market segmenting, targeting, and positioning
- Creating offerings
- Developing and managing offerings
- Using marketing channels to create value for customers
- Using supply chains to create value for customers
- Gathering and using information : marketing research and market intelligence
- Integrated marketing communications and the changing media landscape
- Public relations, social media and sponsorships
- Professional selling
- Customer satisfaction, loyalty, and empowerment
- Price, the only revenue generator
- The marketing plan.
Sujets: MarketingOriginal Publisher: Minneapolis, MN, University of Minnesota Libraries PublishingLanguage(s): EnglishISBN: 9780982361825, 0982361823Collection(s)/Series: BC Open Textbooks