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Marketing ISE

1264991355 · 9781264991358
Marketing was designed to show today’s social and digital students how marketing adds value and how firms maintain and rely on value for establishing lasting relationships with customers.The eighth edition represents the authors’ most extensive r… Leer Más
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CHAPTER 1: OVERVIEW OF MARKETING
CHAPTER 2: DEVELOPING MARKETING STRATEGIES AND A MARKETING PLAN 
CHAPTER 3: DIGITAL MARKETING: ONLINE, SOCIAL, AND MOBILE 
CHAPTER 4: CONSCIOUS MARKETING, CORPORATE SOCIAL RESPONSIBILITY, AND ETHICS 
CHAPTER 5: ANALYZING THE MARKETING ENVIRONMENT 
CHAPTER 6: CONSUMER BEHAVIOR 
CHAPTER 7: BUSINESS-TO-BUSINESS MARKETING
CHAPTER 8: GLOBAL MARKETING 
CHAPTER 9: SEGMENTATION, TARGETING, AND POSITIONING 
CHAPTER 10: MARKETING RESEARCH AND ANALYTICS 
CHAPTER 11: PRODUCT, BRANDING, AND PACKAGING DECISIONS
CHAPTER 12: DEVELOPING NEW PRODUCTS 
CHAPTER 13: SERVICES: THE INTANGIBLE PRODUCT 
CHAPTER 14: PRICING CONCEPTS FOR CAPTURING VALUE 
CHAPTER 15: STRATEGIC PRICING METHODS AND TACTICS 
CHAPTER 16: SUPPLY CHAIN AND CHANNEL MANAGEMENT 
CHAPTER 17: RETAILING AND OMNICHANNEL MARKETING 
CHAPTER 18: INTEGRATED MARKETING COMMUNICATIONS 
CHAPTER 19: ADVERTISING, PUBLIC RELATIONS, AND SALES PROMOTIONS
CHAPTER 20: PERSONAL SELLING AND SALES MANAGEMENT 

Marketing was designed to show today’s social and digital students how marketing adds value and how firms maintain and rely on value for establishing lasting relationships with customers.

The eighth edition represents the authors’ most extensive revision today, exploring both fundamentals and new marketing influencers such as digital, social and mobile marketing, marketing analytics, and the psychology influencer on consumer behavior.  Written in an engaging, highly visual format with up-to-date examples throughout for today's mobile and modern students and instructors. 

Accompanied by McGraw Hill Connect® with SmartBook® 2.0, our highly reliable, digital teaching and learning solution that embeds learning science and award-winning adaptive tools to improve student results as well as a robust suite of instructor resources and a regularly updated author blog.