MARC details
000 -LEADER |
fixed length control field |
19855cam a2200529 a 4500 |
001 - CONTROL NUMBER |
control field |
693750967 |
003 - CONTROL NUMBER IDENTIFIER |
control field |
OCoLC |
005 - DATE AND TIME OF LATEST TRANSACTION |
control field |
20181218090454.0 |
008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
fixed length control field |
101216s2012 maua b 001 0 eng |
010 ## - LIBRARY OF CONGRESS CONTROL NUMBER |
LC control number |
2010052017 |
020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
International Standard Book Number |
9780132167123 |
020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
International Standard Book Number |
0132167123 |
035 ## - SYSTEM CONTROL NUMBER |
System control number |
.b70072863 |
040 ## - CATALOGING SOURCE |
Original cataloging agency |
DLC |
Transcribing agency |
DLC |
Modifying agency |
YDX |
-- |
YDXCP |
-- |
BWX |
-- |
INU |
-- |
UtOrBLW |
049 ## - LOCAL HOLDINGS (OCLC) |
Holding library |
OSUU |
050 00 - LIBRARY OF CONGRESS CALL NUMBER |
Classification number |
HF5415 |
Item number |
.K636 2012 |
050 00 - LIBRARY OF CONGRESS CALL NUMBER |
Classification number |
HF5415 |
Item number |
.K636 2012 |
082 00 - DEWEY DECIMAL CLASSIFICATION NUMBER |
Classification number |
658.8 |
Edition number |
22 |
100 1# - MAIN ENTRY--PERSONAL NAME |
Personal name |
Kotler, Philip |
245 10 - TITLE STATEMENT |
Title |
Principles of marketing / |
Statement of responsibility, etc |
Philip Kotler, Gary Armstrong |
250 ## - EDITION STATEMENT |
Edition statement |
14th ed |
260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) |
Place of publication, distribution, etc |
Boston : |
Name of publisher, distributor, etc |
Pearson Prentice Hall, |
Date of publication, distribution, etc |
2012 |
300 ## - PHYSICAL DESCRIPTION |
Extent |
xxiv, 613, [97] p. : |
Other physical details |
col. ill. ; |
Dimensions |
29 cm |
504 ## - BIBLIOGRAPHY, ETC. NOTE |
Bibliography, etc |
Includes bibliographical references. |
505 00 - FORMATTED CONTENTS NOTE |
Miscellaneous information |
Machine generated contents note: |
-- |
pt. 1 |
Title |
Defining Marketing and the Marketing Process -- |
Miscellaneous information |
1. |
Title |
Marketing: Creating and Capturing Customer Value -- |
-- |
What Is Marketing? -- |
-- |
Marketing Defined -- |
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The Marketing Process -- |
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Understanding the Marketplace and Customer Needs -- |
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Customer Needs, Wants, and Demands -- |
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Market Offerings -- Products, Services, and Experiences -- |
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Customer Value and Satisfaction -- |
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Exchanges and Relationships -- |
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Markets -- |
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Designing a Customer-Driven Marketing Strategy -- |
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Selecting Customers to Serve -- |
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Choosing a Value Proposition -- |
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Marketing Management Orientations -- |
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Preparing an Integrated Marketing Plan and Program -- |
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Building Customer Relationships -- |
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Customer Relationship Management -- |
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The Changing Nature of Customer Relationships -- |
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Partner Relationship Management -- |
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Capturing Value from Customers -- |
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Creating Customer Loyalty and Retention -- |
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Growing Share of Customer -- |
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Building Customer Equity -- |
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The Changing Marketing Landscape -- |
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The Uncertain Economic Environment |
505 00 - FORMATTED CONTENTS NOTE |
Title |
The Digital Age -- |
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Rapid Globalization -- |
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Sustainable Marketing -- The Call for More Social Responsibility -- |
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The Growth of Not-for-Profit Marketing -- |
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So, What Is Marketing? Pulling It All Together -- |
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Reviewing Objectives and Key Terms -- |
-- |
Key Terms -- |
-- |
Discussing & Applying the Concepts -- |
-- |
Focus on Technology -- |
-- |
Focus on Ethics -- |
-- |
Marketing & the Economy -- |
-- |
Marketing by the Numbers -- |
-- |
Video Case: Stew Leonard's -- |
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Company Case: JetBlue: Delighting Customers Through Happy Jetting -- |
Miscellaneous information |
2. |
Title |
Company and Marketing Strategy: Partnering to Build Customer Relationships -- |
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Company-Wide Strategic Planning: Defining Marketing's Role -- |
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Defining a Market-Oriented Mission -- |
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Setting Company Objectives and Goals -- |
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Designing the Business Portfolio -- |
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Planning Marketing: Partnering to Build Customer Relationships -- |
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Partnering with Other Company Departments -- |
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Partnering with Others in the Marketing System -- |
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Marketing Strategy and the Marketing Mix -- |
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Customer-Driven Marketing Strategy -- |
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Developing an Integrated Marketing Mix -- |
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Managing the Marketing Effort |
505 00 - FORMATTED CONTENTS NOTE |
Title |
Marketing Analysis -- |
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Marketing Planning -- |
-- |
Marketing Implementation -- |
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Marketing Department Organization -- |
-- |
Marketing Control -- |
-- |
Measuring and Managing Return on Marketing Investment -- |
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Reviewing Objectives and Key Terms -- |
-- |
Key Terms -- |
-- |
Discussing & Applying the Concepts -- |
-- |
Focus on Technology -- |
-- |
Focus on Ethics -- |
-- |
Marketing & the Economy -- |
-- |
Marketing by the Numbers -- |
-- |
Video Case: Live Nation -- |
-- |
Company Case: Trap-Ease America: The Big Cheese of Mousetraps -- |
Miscellaneous information |
pt. 2 |
Title |
Understanding the Marketplace and Consumers -- |
Miscellaneous information |
3. |
Title |
Analyzing the Marketing Environment -- |
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The Microenvironment -- |
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The Company -- |
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Suppliers -- |
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Marketing Intermediaries -- |
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Competitors -- |
-- |
Publics -- |
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Customers -- |
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The Macroenvironment -- |
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The Demographic Environment -- |
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The Economic Environment -- |
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The Natural Environment -- |
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The Technological Environment -- |
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The Political and Social Environment -- |
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The Cultural Environment -- |
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Responding to the Marketing Environment -- |
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Reviewing Objectives and Key Terms -- |
-- |
Key Terms -- |
-- |
Discussing & Applying the Concepts -- |
-- |
Focus on Technology |
505 00 - FORMATTED CONTENTS NOTE |
Title |
Focus on Ethics -- |
-- |
Marketing & the Economy -- |
-- |
Marketing by the Numbers -- |
-- |
Video Case: TOMS Shoes -- |
-- |
Company Case: Target: From "Expect More" to "Pay Less" -- |
Miscellaneous information |
4. |
Title |
Managing Marketing Information to Gain Customer Insights -- |
-- |
Marketing Information and Customer Insights -- |
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Assessing Marketing Information Needs -- |
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Developing Marketing Information -- |
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Internal Data -- |
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Competitive Marketing Intelligence -- |
-- |
Marketing Research -- |
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Defining the Problem and Research Objectives -- |
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Developing the Research Plan -- |
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Gathering Secondary Data -- |
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Primary Data Collection -- |
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Implementing the Research Plan -- |
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Interpreting and Reporting the Findings -- |
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Analyzing and Using Marketing Information -- |
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Customer Relationship Management -- |
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Distributing and Using Marketing Information -- |
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Other Marketing Information Considerations -- |
-- |
Marketing Research in Small Businesses and Nonprofit Organizations -- |
-- |
International Marketing Research -- |
-- |
Public Policy and Ethics in Marketing Research -- |
-- |
Reviewing Objectives and Key Terms -- |
-- |
Key Terms -- |
-- |
Discussing & Applying the Concepts |
505 00 - FORMATTED CONTENTS NOTE |
Title |
Focus on Technology -- |
-- |
Focus on Ethics -- |
-- |
Marketing & the Economy -- |
-- |
Marketing by the Numbers -- |
-- |
Video Case: Radian6 -- |
-- |
Company Case: Harrah's Entertainment: Hitting the CRM Jackpot -- |
Miscellaneous information |
5. |
Title |
Consumer Markets and Consumer Buyer Behavior -- |
-- |
Model of Consumer Behavior -- |
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Characteristics Affecting Consumer Behavior -- |
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Cultural Factors -- |
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Social Factors -- |
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Personal Factors -- |
-- |
Psychological Factors -- |
-- |
Types of Buying Decision Behavior -- |
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Complex Buying Behavior -- |
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Dissonance-Reducing Buying Behavior -- |
-- |
Habitual Buying Behavior -- |
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Variety-Seeking Buying Behavior -- |
-- |
The Buyer Decision Process -- |
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Need Recognition -- |
-- |
Information Search -- |
-- |
Evaluation of Alternatives -- |
-- |
Purchase Decision -- |
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Postpurchase Behavior -- |
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The Buyer Decision Process for New Products -- |
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Stages in the Adoption Process -- |
-- |
Individual Differences in Innovativeness -- |
-- |
Influence of Product Characteristics on Rate of Adoption -- |
-- |
Reviewing Objectives and Key Terms -- |
-- |
Key Terms -- |
-- |
Discussing & Applying the Concepts -- |
-- |
Focus on Technology -- |
-- |
Focus on Ethics -- |
-- |
Marketing & the Economy -- |
-- |
Marketing by the Numbers -- |
-- |
Video Case: Radian6 -- |
-- |
Company Case: Porsche: Guarding the Old While Bringing in the New |
505 00 - FORMATTED CONTENTS NOTE |
Miscellaneous information |
6. |
Title |
Business Markets and Business Buyer Behavior -- |
-- |
Business Markets -- |
-- |
Market Structure and Demand -- |
-- |
Nature of the Buying Unit -- |
-- |
Types of Decisions and the Decision Process -- |
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Business Buyer Behavior -- |
-- |
Major Type of Buying Situations -- |
-- |
Participants in the Business Buying Process -- |
-- |
Major Influences on Business Buyers -- |
-- |
The Business Buying Process -- |
-- |
E-Procurement: Buying on the Internet -- |
-- |
Institutional and Government Markets -- |
-- |
Institutional Markets -- |
-- |
Government Markets -- |
-- |
Reviewing Objectives and Key Terms -- |
-- |
Key Terms -- |
-- |
Discussing & Applying the Concepts -- |
-- |
Focus on Technology -- |
-- |
Focus on Ethics -- |
-- |
Marketing & the Economy -- |
-- |
Marketing by the Numbers -- |
-- |
Video Case: Eaton -- |
-- |
Company Case: Cisco Systems: Solving Business Problems Through Collaboration -- |
Miscellaneous information |
pt. 3 |
Title |
Designing a Customer-Driven Strategy and Mix -- |
Miscellaneous information |
7. |
Title |
Customer-Driven Marketing Strategy: Creating Value for Target Customers -- |
-- |
Market Segmentation -- |
-- |
Segmenting Consumer Markets -- |
-- |
Segmenting Business Markets -- |
-- |
Segmenting International Markets -- |
-- |
Requirements for Effective Segmentation -- |
-- |
Market Targeting -- |
-- |
Evaluating Market Segments -- |
-- |
Selecting Target Market Segments -- |
-- |
Differentiation and Positioning |
505 00 - FORMATTED CONTENTS NOTE |
Title |
Positioning Maps -- |
-- |
Choosing a Differentiation and Positioning Strategy -- |
-- |
Communicating and Delivering the Chosen Position -- |
-- |
Reviewing Objectives and Key Terms -- |
-- |
Key Terms -- |
-- |
Discussing & Applying the Concepts -- |
-- |
Focus on Technology -- |
-- |
Focus on Ethics -- |
-- |
Marketing & the Economy -- |
-- |
Marketing by the Numbers -- |
-- |
Video Case: Meredith -- |
-- |
Company Case: Starbucks: Just Who Is the Starbucks Customer? -- |
Miscellaneous information |
8. |
Title |
Products, Services, and Brands: Building Customer Value -- |
-- |
What Is a Product? -- |
-- |
Products, Services, and Experiences -- |
-- |
Levels of Product and Services -- |
-- |
Product and Service Classifications -- |
-- |
Product and Service Decisions -- |
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Individual Product and Service Decisions -- |
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Product Line Decisions -- |
-- |
Product Mix Decisions -- |
-- |
Services Marketing -- |
-- |
The Nature and Characteristics of a Service -- |
-- |
Marketing Strategies for Service Firms -- |
-- |
Branding Strategy: Building Strong Brands -- |
-- |
Brand Equity -- |
-- |
Building Strong Brands -- |
-- |
Managing Brands -- |
-- |
Reviewing Objectives and Key Terms -- |
-- |
Key Terms -- |
-- |
Discussing & Applying the Concepts -- |
-- |
Focus on Technology -- |
-- |
Focus on Ethics |
505 00 - FORMATTED CONTENTS NOTE |
Title |
Marketing & the Economy -- |
-- |
Marketing by the Numbers -- |
-- |
Video Case: General Mills -- GoGurt -- |
-- |
Company Case: Las Vegas: What's Not Happening in Vegas -- |
Miscellaneous information |
9. |
Title |
New Product Development and Product Life-Cycle Strategies -- |
-- |
New-Product Development Strategy -- |
-- |
The New-Product Development Process -- |
-- |
Idea Generation -- |
-- |
Idea Screening -- |
-- |
Concept Development and Testing -- |
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Marketing Strategy Development -- |
-- |
Business Analysis -- |
-- |
Product Development -- |
-- |
Test Marketing -- |
-- |
Commercialization -- |
-- |
Managing New-Product Development -- |
-- |
Customer-Centered New-Product Development -- |
-- |
Team-Based New-Product Development -- |
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Systematic New-Product Development -- |
-- |
New-Product Development in Turbulent Times -- |
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Product Life-Cycle Strategies -- |
-- |
Introduction Stage -- |
-- |
Growth Stage -- |
-- |
Maturity Stage -- |
-- |
Decline Stage -- |
-- |
Additional Product and Service Considerations -- |
-- |
Product Decisions and Social Responsibility -- |
-- |
International Product and Services Marketing -- |
-- |
Reviewing Objectives and Key Terms -- |
-- |
Key Terms -- |
-- |
Discussing & Applying the Concepts -- |
-- |
Focus on Technology -- |
-- |
Focus on Ethics |
505 00 - FORMATTED CONTENTS NOTE |
Title |
Marketing & the Economy -- |
-- |
Marketing by the Numbers -- |
-- |
Video Case: General Mills -- FiberOne -- |
-- |
Company Case: Samsung: From Gallop to Run -- |
Miscellaneous information |
10. |
Title |
Pricing: Understanding and Capturing Customer Value -- |
-- |
What Is a Price? -- |
-- |
Major Pricing Strategies -- |
-- |
Customer Value-Based Pricing -- |
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Cost-Based Pricing -- |
-- |
Competition-Based Pricing -- |
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Other Internal and External Considerations Affecting Price Decisions -- |
-- |
Overall Marketing Strategy, Objectives, and Mix -- |
-- |
Organizational Considerations -- |
-- |
The Market and Demand -- |
-- |
The Economy -- |
-- |
Other External Factors -- |
-- |
Reviewing Objectives and Key Terms -- |
-- |
Key Terms -- |
-- |
Discussing & Applying the Concepts -- |
-- |
Focus on Technology -- |
-- |
Focus on Ethics -- |
-- |
Marketing & the Economy -- |
-- |
Marketing by the Numbers -- |
-- |
Video Case: IKEA |
505 00 - FORMATTED CONTENTS NOTE |
Formatted contents note |
Note continued: |
Title |
Company Case: Southwest Airlines: Balancing the Price-Value Equation -- |
Miscellaneous information |
11. |
Title |
Pricing Strategies -- |
-- |
New-Product Pricing Strategies -- |
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Market-Skimming Pricing -- |
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Market-Penetration Pricing -- |
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Product Mix Pricing Strategies -- |
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Product Line Pricing -- |
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Optional Product Pricing -- |
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Captive Product Pricing -- |
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By-Product Pricing -- |
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Product Bundle Pricing -- |
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Price Adjustment Strategies -- |
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Discount and Allowance Pricing -- |
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Segmented Pricing -- |
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Psychological Pricing -- |
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Promotional Pricing -- |
-- |
Geographical Pricing -- |
-- |
Dynamic Pricing -- |
-- |
International Pricing -- |
-- |
Price Changes -- |
-- |
Initiating Price Changes -- |
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Responding to Price Changes -- |
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Public Policy and Marketing -- |
-- |
Pricing within Channel Levels -- |
-- |
Pricing Across Channel Levels -- |
-- |
Reviewing Objectives and Key Terms -- |
-- |
Key Terms -- |
-- |
Discussing & Applying the Concepts -- |
-- |
Focus on Technology -- |
-- |
Focus on Ethics -- |
-- |
Marketing & the Economy -- |
-- |
Marketing by the Numbers -- |
-- |
Video Case: Smashburger -- |
-- |
Company Case: Payless ShoeSource: Paying Less for Fashion |
505 00 - FORMATTED CONTENTS NOTE |
Miscellaneous information |
12. |
Title |
Marketing Channels: Delivering Customer Value -- |
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Supply Chains and the Value Delivery Network -- |
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The Nature and Importance of Marketing Channels -- |
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How Channel Members Add Value -- |
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Number of Channel Levels -- |
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Channel Behavior and Organization -- |
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Channel Behavior -- |
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Vertical Marketing Systems -- |
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Horizontal Marketing Systems -- |
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Multichannel Distribution Systems -- |
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Changing Channel Organization -- |
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Channel Design Decisions -- |
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Analyzing Consumer Needs -- |
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Setting Channel Objectives -- |
-- |
Identifying Major Alternatives -- |
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Evaluating the Major Alternatives -- |
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Designing International Distribution Channels -- |
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Channel Management Decisions -- |
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Selecting Channel Members -- |
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Managing and Motivating Channel Members -- |
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Evaluating Channel Members -- |
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Public Policy and Distribution Decisions -- |
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Marketing Logistics and Supply Chain Management -- |
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Nature and Importance of Marketing Logistics -- |
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Goals of the Logistics System -- |
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Major Logistics Functions -- |
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Integrated Logistics Management -- |
-- |
Reviewing Objectives and Key Terms -- |
-- |
Key Terms -- |
-- |
Discussing & Applying the Concepts -- |
-- |
Focus on Technology |
505 00 - FORMATTED CONTENTS NOTE |
Title |
Focus on Ethics -- |
-- |
Marketing & the Economy -- |
-- |
Marketing by the Numbers -- |
-- |
Video Case: Progressive -- |
-- |
Company Case: Netflix: Disintermediator or Disintermediated? -- |
Miscellaneous information |
13. |
Title |
Retailing and Wholesaling -- |
-- |
Retailing -- |
-- |
Types of Retailers -- |
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Retailer Marketing Decisions -- |
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Retailing Trends and Developments -- |
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Wholesaling -- |
-- |
Types of Wholesalers -- |
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Wholesaler Marketing Decisions -- |
-- |
Trends in Wholesaling -- |
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Reviewing Objectives and Key Terms -- |
-- |
Key Terms -- |
-- |
Discussing & Applying the Concepts -- |
-- |
Focus on Technology -- |
-- |
Focus on Ethics -- |
-- |
Marketing & the Economy -- |
-- |
Marketing by the Numbers -- |
-- |
Video Case: Zappos.com -- |
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Company Case: Tesco Fresh & Easy: Another British Invasion -- |
Miscellaneous information |
14. |
Title |
Communicating Customer Value: Integrated Marketing Communications Strategy -- |
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The Promotion Mix -- |
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Integrated Marketing Communications -- |
-- |
The New Marketing Communications Model -- |
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The Need for Integrated Marketing Communications -- |
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A View of the Communication Process -- |
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Steps in Developing Effective Marketing Communication |
505 00 - FORMATTED CONTENTS NOTE |
Title |
Identifying the Target Audience -- |
-- |
Determining the Communication Objectives -- |
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Designing a Message -- |
-- |
Choosing Media -- |
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Selecting the Message Source -- |
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Collecting Feedback -- |
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Setting the Total Promotion Budget and Mix -- |
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Setting the Total Promotion Budget -- |
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Shaping the Overall Promotion Mix -- |
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Integrating the Promotion Mix -- |
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Socially Responsible Marketing Communication -- |
-- |
Advertising and Sales Promotion -- |
-- |
Personal Selling -- |
-- |
Reviewing Objectives and Key Terms -- |
-- |
Key Terms -- |
-- |
Discussing & Applying the Concepts -- |
-- |
Focus on Technology -- |
-- |
Focus on Ethics -- |
-- |
Marketing & the Economy -- |
-- |
Marketing by the Numbers -- |
-- |
Video Case: CP + B -- |
-- |
Company Case: Pepsi: Can a Soda Really Make the World a Better Place? -- |
Miscellaneous information |
15. |
Title |
Advertising and Public Relations -- |
-- |
Advertising -- |
-- |
Setting Advertising Objectives -- |
-- |
Setting the Advertising Budget -- |
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Developing Advertising Strategy -- |
-- |
Evaluating Advertising Effectiveness and the Return on Advertising Investment -- |
-- |
Other Advertising Considerations -- |
-- |
Public Relations |
505 00 - FORMATTED CONTENTS NOTE |
Title |
The Role and Impact of PR -- |
-- |
Major Public Relations Tools -- |
-- |
Reviewing Objectives and Key Terms -- |
-- |
Key Terms -- |
-- |
Discussing & Applying the Concepts -- |
-- |
Focus on Technology -- |
-- |
Focus on Ethics -- |
-- |
Marketing & the Economy -- |
-- |
Marketing by the Numbers -- |
-- |
Video Case: E*TRADE -- |
-- |
Company Case: OgilvyOne: It's Not Creative Unless It Sells -- |
Miscellaneous information |
16. |
Title |
Personal Selling and Sales Promotion -- |
-- |
Personal Selling -- |
-- |
The Nature of Personal Selling -- |
-- |
The Role of the Sales Force -- |
-- |
Managing the Sales Force -- |
-- |
Designing the Sales Force Strategy and Structure -- |
-- |
Recruiting and Selecting Salespeople -- |
-- |
Training Salespeople -- |
-- |
Compensating Salespeople -- |
-- |
Supervising and Motivating Salespeople -- |
-- |
Evaluating Salespeople and Sales Force Performance -- |
-- |
The Personal Selling Process -- |
-- |
Steps in the Selling Process -- |
-- |
Personal Selling and Managing Customer Relationships -- |
-- |
Sales Promotion -- |
-- |
The Rapid Growth of Sales Promotion -- |
-- |
Sales Promotion Objectives -- |
-- |
Major Sales Promotion Tools -- |
-- |
Developing the Sales Promotion Program |
505 00 - FORMATTED CONTENTS NOTE |
Title |
Reviewing Objectives and Key Terms -- |
-- |
Key Terms -- |
-- |
Discussing & Applying the Concepts -- |
-- |
Focus on Technology -- |
-- |
Focus on Ethics -- |
-- |
Marketing & the Economy -- |
-- |
Marketing by the Numbers -- |
-- |
Video Case: Nestle Waters -- |
-- |
Company Case: HP: Overhauling a Vast Corporate Sales Force -- |
Miscellaneous information |
17. |
Title |
Direct and Online Marketing: Building Direct Customer Relationships -- |
-- |
The New Direct Marketing Model -- |
-- |
Growth and Benefits of Direct Marketing -- |
-- |
Benefits to Buyers -- |
-- |
Benefits to Sellers -- |
-- |
Customer Databases and Direct Marketing -- |
-- |
Forms of Direct Marketing -- |
-- |
Direct-Mail Marketing -- |
-- |
Catalog Marketing -- |
-- |
Telephone Marketing -- |
-- |
Direct-Response Television Marketing -- |
-- |
Kiosk Marketing -- |
-- |
New Digital Direct Marketing Technologies -- |
-- |
Online Marketing -- |
-- |
Marketing and the Internet -- |
-- |
Online Marketing Domains -- |
-- |
Setting Up an Online Marketing Presence -- |
-- |
Public Policy Issues in Direct Marketing -- |
-- |
Irritation, Unfairness, Deception, and Fraud -- |
-- |
Invasion of Privacy -- |
-- |
A Need for Action -- |
-- |
Reviewing Objectives and Key Terms |
505 00 - FORMATTED CONTENTS NOTE |
Title |
Key Terms -- |
-- |
Discussing & Applying the Concepts -- |
-- |
Focus on Technology -- |
-- |
Focus on Ethics -- |
-- |
Marketing & the Economy -- |
-- |
Marketing by the Numbers -- |
-- |
Video Case: Zappos.com -- |
-- |
Company Case: EBay: Fixing an Online Marketing Pioneer -- |
Miscellaneous information |
pt. 4 |
Title |
Extending Marketing -- |
Miscellaneous information |
18. |
Title |
Creating Competitive Advantage -- |
-- |
Competitor Analysis -- |
-- |
Identifying Competitors -- |
-- |
Assessing Competitors -- |
-- |
Selecting Competitors to Attack and Avoid -- |
-- |
Designing a Competitive Intelligence System -- |
-- |
Competitive Strategies -- |
-- |
Approaches to Marketing Strategy -- |
-- |
Basic Competitive Strategies -- |
-- |
Competitive Positions -- |
-- |
Market Leader Strategies -- |
-- |
Market Challenger Strategies -- |
-- |
Market Follower Strategies -- |
-- |
Market Nicher Strategies -- |
-- |
Balancing Customer and Competitor Orientations -- |
-- |
Reviewing Objectives and Key Terms -- |
-- |
Key Terms -- |
-- |
Discussing & Applying the Concepts -- |
-- |
Focus on Technology -- |
-- |
Focus on Ethics -- |
-- |
Marketing & the Economy -- |
-- |
Marketing by the Numbers -- |
-- |
Video Case: Umpqua Bank -- |
-- |
Company Case: Ford: Resurrecting an Iconic Company |
505 00 - FORMATTED CONTENTS NOTE |
Miscellaneous information |
19. |
Title |
The Global Marketplace -- |
-- |
Global Marketing Today -- |
-- |
Looking at the Global Marketing Environment -- |
-- |
The International Trade System -- |
-- |
Economic Environment -- |
-- |
Political-Legal Environment -- |
-- |
Cultural Environment -- |
-- |
Deciding Whether to Go Global -- |
-- |
Deciding Which Markets to Enter -- |
-- |
Deciding How to Enter the Market -- |
-- |
Exporting -- |
-- |
Joint Venturing -- |
-- |
Direct Investment -- |
-- |
Deciding on the Global Marketing Program -- |
-- |
Product -- |
-- |
Promotion -- |
-- |
Price -- |
-- |
Distribution Channels -- |
-- |
Deciding on the Global Marketing Organization -- |
-- |
Reviewing Objectives and Key Terms -- |
-- |
Key Terms -- |
-- |
Discussing & Applying the Concepts -- |
-- |
Focus on Technology -- |
-- |
Focus on Ethics -- |
-- |
Marketing & the Economy -- |
-- |
Marketing by the Numbers -- |
-- |
Video Case: Monster -- |
-- |
Company Case: Nokia: Envisioning a Connected World -- |
Miscellaneous information |
20. |
Title |
Sustainable Marketing: Social Responsibility and Ethics -- |
-- |
Sustainable Marketing -- |
-- |
Social Criticisms of Marketing -- |
-- |
Marketing's Impact on Individual Consumers -- |
-- |
Marketing's Impact on Society as a Whole |
505 00 - FORMATTED CONTENTS NOTE |
Title |
Marketing's Impact on Other Businesses -- |
-- |
Consumer Actions to Promote Sustainable Marketing -- |
-- |
Consumerism -- |
-- |
Environmentalism -- |
-- |
Public Actions to Regulate Marketing -- |
-- |
Business Actions Toward Sustainable Marketing -- |
-- |
Sustainable Marketing Principles -- |
-- |
Marketing Ethics -- |
-- |
The Sustainable Company -- |
-- |
Reviewing Objectives and Key Terms -- |
-- |
Key Terms -- |
-- |
Discussing & Applying the Concepts -- |
-- |
Focus on Technology -- |
-- |
Focus on Ethics -- |
-- |
Marketing & the Economy -- |
-- |
Marketing by the Numbers -- |
-- |
Video Case: Land Rover -- |
-- |
Company Case: International Paper: Combining Industry and Social Responsibility |
650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
Topical term or geographic name as entry element |
Marketing |
700 1# - ADDED ENTRY--PERSONAL NAME |
Personal name |
Armstrong, Gary |
Fuller form of name |
(Gary M.) |
942 ## - ADDED ENTRY ELEMENTS (KOHA) |
Source of classification or shelving scheme |
Dewey Decimal Classification |
Item type |
Books |