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Marketing: International Edition de Michael Levens

Marketing: International Edition

Autor Michael Levens
en Limba Engleză Paperback – 29 ian 2009
Undergraduate Principles of Marketing textbook
A unique marketing text based on student feedback. 
Marketing: Defined, Explained, Applied revolutionizes the way students learn by offering them a textbook that is not written as a continuous narrative, but is instead broken down by topic and each topic is broken down into three sections: Defined, Explained, Applied. This innovative approach presents key concepts in an easy to use format, allowing students to quickly learn all of the information they need. 
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Specificații

ISBN-13: 9780137013296
ISBN-10: 0137013299
Pagini: 290
Dimensiuni: 216 x 276 mm
Greutate: 0.65 kg
Ediția:1
Editura: Pearson Education
Colecția Pearson Education
Locul publicării:Upper Saddle River, United States

Cuprins

Section I: Explaining
Chapter 1 – The Meaning of Marketing
Chapter 2 – The Market in Marketing
Chapter 3 – Marketing in an Organization
Chapter 4 – A Broader Perspective on Marketing
Section II: Creating
Chapter 5 – Value for Customers
Chapter 6 – A Perspective on Behavior
Chapter 7 – Consumer Insights                                                                               
Chapter 8 – The Brand
Section III: Strategizing
Chapter 9 – The Segment, Target and Position
Chapter 10 – The Marketing Plan
Section IV: Managing
Chapter 11 – Product and Service Strategies
Chapter 12 – Pricing Strategies
Chapter 13 – Supply Chain and Distribution Strategies
Chapter 14 – Consumer Influence Strategies
Chapter 15 – Personal Selling Strategies
Section V: Integrating
Chapter 16 – The Media Mix
Chapter 17 – The Marketing Mix

Caracteristici

Uniquely organized chapter material is easy to use for students:
  • Visual Outline: To make studying and learning easier, the beginning of each chapter contains a visual outline to demonstrate how the topics flow and includes page numbers to help students navigate through chapter material.
  • Highlighted Examples: All examples are pulled out of the narrative and highlighted so students can easily see where they are in the material.
  • Topic Progression: Each topic area within the chapter is divided into three parts showing the progression of the topic for better student comprehension 
    - Defined- Provides a dictionary definition of the topic
    - Explained- Gives a brief explanation of the topic
    - Applied- Talks about how businesses and people use the topic
  • Streamlined content: This text presents students with all of the material they need in concise chapters without the repetition or extraneous material that is in many other texts.
  • Efficient and effective studying and learning–End-of-chapter material: The end of each chapter contains a visual summary to show students material progression and includes the key terms, page numbers and fundamental end-of-chapter material that students can easily refer when they are studying and learning.
  • Unique chapters–“The Marketing Mix” and “The Media Mix”: This text presents unique information on marketing and media in the business world that cannot be found in other texts.
  • Unique author perspective: Levens understands first-hand what is needed to be successful in marketing in the business world and he has brought that insight into his text. Besides being an academic, Mike Levens worked as Brand Manager at SAAB, Head of Consumer Research for OnStar, and at various other leadership positions in GM.