"Structured around Robert W. Palmatier's First Principles - all customers differ; all customers change; all competitors react; all resources are limited - this textbook serves as a guide to a student's first course in marketing. It introduces the key concepts, processes and data-driven tools that are crucial to meeting the challenges that twenty-first century marketers face"--
"Structured around Robert W. Palmatier's First Principles - all customers differ; all customers change; all competitors react; all resources are limited - this textbook serves as a guide to a student's first course in marketing. It introduces the key concepts, processes and data-driven tools that are crucial to meeting the challenges that twenty-first century marketers face"--
PART 1: INTRODUCTION: AN OVERVIEW OF MODERN MARKETING Chapter 1: The Modern Marketing Concept Chapter 2: The First Principles of Marketing Chapter 3: First Principles in Action - Navigating the World of Digital Marketing PART 2: MARKETING PRINCIPLE #1: ALL CUSTOMERS DIFFER Chapter 4: Managing Customer Differences Chapter 5: Understanding Customer and Organizational Buyer Behavior Chapter 6: Marketing for Global and Cross-Cultural Differences PART 3: MARKETING PRINCIPLE #2: ALL CUSTOMERS CHANGE Chapter 7: Managing Customer Dynamics Chapter 8: The Changing World of Retail and Omnichannel Marketing Chapter 9: Marketing Research & Analytics for Managing Customer Dynamics & Customer Differences PART 4: MARKETING PRINCIPLE #3: ALL COMPETITORS REACT Chapter 10: Managing Sustainable Competitive Advantage Chapter 11: Brand-based Advantages and Advertising Chapter 12: Offering-based Advantages, Innovation and Product-Service Strategy Chapter 13: Relationship-based Advantages, CRM and Channel Management PART 5: MARKETING PRINCIPLE #4: ALL RESOURCES ARE LIMITED Chapter 14: Managing Resource Tradeoffs and Pricing Strategy Chapter 15: Managing Resource Tradeoffs in Integrated Marketing Communications and Personal Selling
PART 1: INTRODUCTION: AN OVERVIEW OF MODERN MARKETING Chapter 1: The Modern Marketing Concept Chapter 2: The First Principles of Marketing Chapter 3: First Principles in Action - Navigating the World of Digital Marketing PART 2: MARKETING PRINCIPLE #1: ALL CUSTOMERS DIFFER Chapter 4: Managing Customer Differences Chapter 5: Understanding Customer and Organizational Buyer Behavior Chapter 6: Marketing for Global and Cross-Cultural Differences PART 3: MARKETING PRINCIPLE #2: ALL CUSTOMERS CHANGE Chapter 7: Managing Customer Dynamics Chapter 8: The Changing World of Retail and Omnichannel Marketing Chapter 9: Marketing Research & Analytics for Managing Customer Dynamics & Customer Differences PART 4: MARKETING PRINCIPLE #3: ALL COMPETITORS REACT Chapter 10: Managing Sustainable Competitive Advantage Chapter 11: Brand-based Advantages and Advertising Chapter 12: Offering-based Advantages, Innovation and Product-Service Strategy Chapter 13: Relationship-based Advantages, CRM and Channel Management PART 5: MARKETING PRINCIPLE #4: ALL RESOURCES ARE LIMITED Chapter 14: Managing Resource Tradeoffs and Pricing Strategy Chapter 15: Managing Resource Tradeoffs in Integrated Marketing Communications and Personal Selling
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