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Marketing, 4 Edition

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$60.00

Marketing, 4 Edition

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E-Book
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Description

Marketing, 4th Edition was designed with the first-year marketing student in mind and covers key marketing concepts in a style that is easy to follow and understand. This new edition uses a number of regional case studies to illustrate the relevance and importance of marketing topics covered in class. New to this edition is a whole new chapter on Data and Analytics.

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CHAPTER 1 Introduction to marketing 

CHAPTER 2 The marketing environment and market analysis 

CHAPTER 3 Market research 

CHAPTER 4 Consumer behaviour

CHAPTER 5 Business buying behaviour

CHAPTER 6 Markets: segmentation, targeting and positioning

CHAPTER 7 Product

CHAPTER 8 Price

ChAPTER 9 Promotion

CHAPTER 10 Distribution (place)

CHAPTER 11 Services marketing 

CHAPTER 12 Digital Marketing

CHAPTER 13 International marketing 

CHAPTER 14 Social marketing and not-for-profit marketing

CHAPTER 15 Marketing planning, implementation and evaluation

CHAPTER 16 Data and analytics