Dhruv Grewal,
Michael Levy
McGraw-Hill Education
9e druk, 2025
9781265060244
M: Marketing: 2025 Release ISE
Specificaties
Paperback, blz.
|
Engels
McGraw-Hill Education |
9e druk, 2025
ISBN13: 9781265060244
Rubricering
Levertijd ongeveer 10 werkdagen
Samenvatting
M: Marketing continues to emphasize that marketing adds value an essential theme woven throughout the print and digital elements through Connect. Marketing continues to evolve as industry strategies and communication are impacted by emerging technology, influencer marketing, social responsibility, sustainability, and ethical data collection. Coverage of AI has been threaded throughout the chapters, new innovative products and services, as well as employing new methods and channels are all explored to understand how to reach the customers of today -especially with Gen Z changing the landscape of marketing. Adding Value, Ethical & Societal Dilemma and Social Marketing features in each chapter reflect the ever-changing landscape.
Specificaties
Inhoudsopgave
Section One: ASSESSING THE MARKETPLACE<br/>1. Overview of Marketing<br/>2. Developing Marketing Strategies and a Marketing Plan<br/>3. Digital Marketing: Online, Social, and Mobile<br/>4. Conscious Marketing, Corporate Social Responsibility, and<br/>Ethics<br/>5. Analyzing the Marketing Environment<br/> <br/>Section Two: UNDERSTANDING THE MARKETPLACE<br/>6. Consumer Behavior<br/>7. Business-to-Business Marketing<br/>8. Global Marketing<br/> <br/>Section Three: TARGETING THE MARKETPLACE<br/>9. Segmentation, Targeting, and Positioning<br/>10. Marketing Research and Analytics<br/> <br/>Section Four: VALUE CREATION<br/>11. Product, Branding, and Packaging Decisions<br/>12. Developing New Products<br/>13. Services: The Intangible Product<br/> <br/>Section Five: VALUE CAPTURE<br/>14. Pricing Concepts for Capturing Value<br/> <br/>Section Six: VALUE DELIVERY: DESIGNING THE CHANNEL<br/>AND SUPPLY CHAIN<br/>15. Supply Chain and Channel Management<br/>16. Retailing and Omnichannel Marketing <br/><br/>Section Seven: VALUE COMMUNICATION<br/>17. Integrated Marketing Communications<br/>18. Advertising, Public Relations, and Sales Promotions<br/>19. Personal Selling and Sales Management<br/>