Marketing principles and best practices
Fifteen chapters by scholars from around the country address issues relating to the marketing environment, market analysis, product strategy, distribution strategy, and the integration of marketing communications with pricing strategy. Within the chapters, contributors identify best practices.
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The Marketing Environment
Chapter Summary 61
Strategic and Marketing Planning
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accessed advertising behavior beneﬁts brand business market buyers buying channel members chapter company’s competitive competitors components concept Concept2 consumers costs create customer needs customer’s decision deﬁned distribution economic efﬁcient efforts employees environmental forces ethical example Figure ﬁnal ﬁnancial ﬁnd ﬁrm ﬁrm’s ﬁrst ﬁve global groups Honda Honda Element identiﬁed impact important increase industry inﬂuence Integrated Marketing Communications international marketing Internet journal of Marketing keting Krispy Kreme Latino LEARNING OBJECTIVE logistics manufacturers MarCom market research market segments market share marketing activities marketing channel marketing communications Marketing Ethics marketing mix marketing plan marketing strategy merchandise million offer organization organizational packaging potential proﬁt proﬁtable programs purchase relationship relationship marketing ReplayTV responsibility retailers role sales force salespeople salesperson signiﬁcant speciﬁc Starbucks success sumers suppliers target market tion today’s tomers trade U.S. Census Bureau University Wal-Mart wholesalers