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URL :  Principles of Marketing
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Author : University of Minnesota
Detail : 2015 | ePub | 30.1 Mb | 495 pages

Also available in PDF and MOBI formats


Principles of Marketing teaches the experience and process of actually doing marketing – not just the vocabulary. It carries five dominant themes throughout in order to expose students to marketing in today's environment:

Service dominant logic — This textbook employs the term "offering" instead of the more traditional First "P" — product. That is because consumers don't sacrifice value when alternating between a product and a service. They are evaluating the entire experience, whether they interact with a product, a service, or a combination. So, the fundamental focus is providing value throughout the value chain, whether that value chain encompasses a product, service, or both.(From Author)

eBook Contents

What is Marketing? - Strategic Planning - Consumer Behavior: How People Make Buying Decisions - Business Buying Behavior - Market Segmenting, Targeting, and Positioning - Creating Offerings - Developing and Managing Offerings - Using Marketing Channels to Create Value for Customers - Using Supply Chains to Create Value for Customers - Gathering and Using Information: Marketing Research and Market Intelligence - Integrated Marketing Communications and the Changing Media Landscape - Public Relations, Social Media, and Sponsorships - Professional Selling - Customer Satisfaction, Loyalty, and Empowerment - Price, the Only Revenue Generator - The Marketing Plan
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