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marketing principles

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marketing principles

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Ngày đăng: 20/02/2017, 14:09

Xem thêm: marketing principles, marketing principles, 4 Branding, Labeling, and Packaging, 2 Managing New Products: The Product Life Cycle, 1 Integrated Marketing Communications (IMC) and New Media, 3 The Promotion Mix, Communication, and Buyers’ Perceptions, 4 Ethics, Laws, and Customer Empowerment

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Mục lục

  • Title Page

  • Licensing

  • Table of Contents

  • About the Authors

  • Acknowledgments

  • Preface

  • Chapter 1 What Is Marketing?

    • 1.1 Defining Marketing

    • 1.2 Who Does Marketing?

    • 1.3 Why Study Marketing?

    • 1.4 Themes and Organization of This Book

    • 1.5 Discussion Questions and Activities

    • Chapter 2 Strategic Planning

      • 2.1 The Value Proposition

      • 2.2 Where Strategic Planning Occurs within Firms

      • 2.3 Components of the Strategic Planning Process

      • 2.4 Developing Organizational Objectives and Formulating Strategies

      • 2.5 Strategic Portfolio Planning Approaches

      • 2.6 Discussion Questions and Activities

      • Chapter 3 Consumer Behavior: How People Make Buying Decisions

        • 3.1 The Consumer’s Decision-Making Process

        • 3.2 Situational Factors That Affect People’s Buying Behavior

        • 3.3 Personal Factors That Affect People’s Buying Behavior

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