لایب سان

• Publisher: Pearson Education Australia; 3rd edition
• ISBN-10: 1488609721
• ISBN-13: 978-1488609725
• Format: True Pdf
• Size: 374

Front Cover; Front Matter; Half title; Dedication; Full title; Imprint; Brief contents; Full contents; Preface; A valuable learning package; Resources for educators and students; About the authors; The development story; Part 1 Defining marketing and the marketing process; Chapter 1 Marketing: Creating and capturing customer value; Learning objectives; Concept map; What is marketing?; Marketing defined; The marketing process; Understanding the marketplace and customer needs; Customer needs, wants and demands; Market offerings: Goods, services and experiences. Exchanges, transactions and relationshipsMarkets; Designing a customer-driven marketing strategy; Selecting customers to serve; Choosing a value proposition; Marketing management orientations; Preparing an integrated marketing plan and program; Building customer relationships; Customer relationship management; Relationship building blocks: Customer value and satisfaction; The changing nature of customer relationships; Partner relationship management; Capturing value from customers; Creating customer loyalty and retention; Growing share of customer; Building customer equity. Building the right relationship with the right customersThe changing marketing landscape; The uncertain world economy; Measuring marketingâ#x80;#x99;s contribution to organisational performance; Marketing in action 1.1 Are marketers really that 'lousy at selling marketing'?; The growth of not-for-profit marketing; The digital age; Rapid globalisation; Sustainable marketing: The call for more social responsibility; So, what is marketing? Pulling it all together; Student learning centre; Reviewing the learning objectives; Discussion questions; Critical thinking exercises; Navigating the key terms. Ethical reflection 1.1Mini cases; 1.1 Digital technologies in marketing; 1.2 Customer-driven marketing strategy; 1.3 Sustainable marketing; References; Chapter 2 Company and marketing strategy: Partnering to build customer relationships; Learning objectives; Concept map; Company-wide strategic planning: Defining marketingâ#x80;#x99;s role; Defining a market-oriented mission; Marketing in action 2.1 Nokia's strategic planning involves partnering with Microsoft; Setting company objectives and goals; Designing the business portfolio; Analysing the current business portfolio. Developing strategies for growth and downsizingPlanning marketing: Partnering to build customer relationships; Partnering with other company departments; Partnering with others in the marketing system; Marketing strategy and the marketing mix; Customer-driven marketing strategy; Developing an integrated marketing mix; Managing the marketing effort; Marketing analysis; Marketing planning; Marketing implementation; Marketing department organisation; Marketing control; Measuring and managing return on marketing investment; Student learning centre; Reviewing the learning objectives.

برای ارسال نظر لطفا وارد شوید یا ثبت نام کنید