لایب سان

Ebook details:
عنوان: Marketing 9781442549425
نویسنده: Amazon.com
ناشر: Pearson Education Australia; 9th edition
زبان:
شابک: 1442549424, 978-1442549425
حجم: 303 Mb
فرمت: True Pdf

Front Cover; Frontmatter; Half title; Dedication; Full title; Imprint; Brief contents; Contents; About the authors; Preface; Support material; Acknowledgments; Case study matrix; Part 1 The Strategic Marketing Process; Chapter 1 Marketing: Creating superior customer value; Chapter objectives; What is marketing?; Marketing defined; The marketing process; Understanding the marketplace and customer needs; Customer needs, wants and demands; Market offeringsâ#x80;#x94;goods, services and experiences; Customer satisfaction and value; Marketing Highlight 1.1: Branding a commodity: Angus beef. Exchanges and relationshipsMarkets; A modern marketing system; Designing a customer-driven marketing strategy; Selecting customers to serve; Choosing a value proposition; Preparing an integrated marketing plan and program; Building profitable customer relationships; Capturing value from customers; The changing marketing landscape; The uncertain economic environment; The digital age; Marketing Highlight 1.2: POS goes digital; Rapid globalisation; Marketing Highlight 1.3: Thereâ#x80;#x99;s an app for that â#x80;Œ; Sustainable marketingâ#x80;#x94;the call for more social responsibility. So, what is marketing? Pulling it all togetherAn expanded model of the marketing process; Reviewing objectives and key terms; Key terms; Discussing the issues; Focus on ethics; Video case study: Australian Chamber Orchestra, Honey Roasted TV, Reach Out!, Clemenger BBDO; Endnotes; Case study: Veolia Environment seeks to add value by being a consultative partner, rather than just a service; Chapter 2 Marketing: Delivering and capturing value; Learning objectives; Alternative marketing management philosophies; The production philosophy; The product philosophy; The selling philosophy. The marketing philosophyThe societal marketing philosophy; Marketing Highlight 2.1: Socially responsible marketing: Providing value to customers and society; Partnering with others in the marketing system; Partnering with others outside the company; Partnering with others inside the company; Creating customer satisfaction and loyalty; Customer value; Customer satisfaction; Assessing customer satisfaction and loyalty; Building profitable customer relationships; Customer relationship management; Customer relationship levels and tools; The changing nature of customer relationships. Capturing value from customersCreating customer loyalty and retention; Growing share of customer; Building customer equity; Measuring and managing return on marketing investment; Marketing Highlight 2.2: Whatâ#x80;#x99;s the ROMI? Estimating return on social media; Reviewing objectives and key terms; Key terms; Discussing the issues; Focus on technology; Video case study: Mambo; Endnotes; Case study: Qantas; Chapter 3 Strategic planning and marketing; Chapter objectives; Company-wide strategic planning: Defining marketing's role; Establishing core competencies; Defining a market-oriented mission.

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