e-book

Core Concepts of Marketing

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Through good economic times and bad, marketing remains the pivotal function in any business.
Determining and satisfying the needs of customers through products that have value
and accessibility and whose features are clearly communicated is the general purpose of
any business. It is also a fundamental definition of marketing. This text introduces students
to the marketing strategies and tools that practitioners use to market their products.

To emphasize how various marketii1g areas work together to create a cohesive strategy, I
define and explain the various marketing areas and their comparative strengths and weaknesses,
as well as stress how to best "mix" marketing tools in a strategic, integrated plan.
The book begins with a discussion of the marketing planning process, continues with a discussion
of the preliminary tasks of developing the plan, and concludes witb the tactics available
to the marketing planner. This complete coverage ensures that students will learn how
to plan, execute, and evaluate a marketing program that is effective and efficient from start
to finish .

Introducing Marketing recognizes the impact of the global community on marketing practices.
International implications are discussed in Chapter 6 and are also integrated into the
text through relevant examples. Technology is altering many marketing practices. The World Wide Web. databases, tracking devices, and market simulations are only a few examples of the ways technology
has affected marketing strategies. Technology coverage is woven throughout the text, features,
and end-of-chapter materials of this book. (Note that because technology is changing
so rapidly, it is virtually impossible for a text such as this to remain absolutely current.)

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Informasi Detail

Judul Seri

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No. Panggil

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Penerbit

Zurich : A Global Text., 2008

Deskripsi Fisik

vii, 287 Hlm.

Bahasa

English

ISBN/ISSN

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Klasifikasi

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Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

EKONOMI
PEMASARAN

Info Detail Spesifik

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Pernyataan Tanggungjawab

agus

Versi lain/terkait

Lampiran Berkas

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