Marketing. /
Crane, Frederick, G.
Marketing. / Frederick G. Crane et al. - 9th Canadian Edition. - Toronto : McGraw-Hill/ Ryerson, 2014. - xxiv, 571 p. : ill. (chiefly col.) 28 cm.
Includes glossary and index.
Contents: Part 1: Initiating the marketing process: Marketing: customer value, satisfaction, relationships, and experiences -- Developing successful marketing strategies -- Scanning the marketing environment -- Ethics and social responsibility in marketing -- Part 2: Understanding buyers and markets: Consumer behaviour -- Organizational markets and buyer behaviour -- Reaching global markets -- Part 3: Targeting marketing opportunities: Marketing research: From information to action -- Market segmentation, targeting, and positioning -- Part 4: Satisfying marketing opportunities: Development new products and services -- Managing products and brands -- Managing services -- Pricing Products and services -- Managing marketing channels and supply chains -- Retailing -- Integrating marketing communications and direct marketing -- Advertising, sales promotion, and public relations -- Personal selling and sales management -- Part 5: Managing the marketing process: Pulling it all together: the strategic marketing process -- Using social media to connect with consumers.
9780070878693
HF5415.M293(9e)
Marketing. / Frederick G. Crane et al. - 9th Canadian Edition. - Toronto : McGraw-Hill/ Ryerson, 2014. - xxiv, 571 p. : ill. (chiefly col.) 28 cm.
Includes glossary and index.
Contents: Part 1: Initiating the marketing process: Marketing: customer value, satisfaction, relationships, and experiences -- Developing successful marketing strategies -- Scanning the marketing environment -- Ethics and social responsibility in marketing -- Part 2: Understanding buyers and markets: Consumer behaviour -- Organizational markets and buyer behaviour -- Reaching global markets -- Part 3: Targeting marketing opportunities: Marketing research: From information to action -- Market segmentation, targeting, and positioning -- Part 4: Satisfying marketing opportunities: Development new products and services -- Managing products and brands -- Managing services -- Pricing Products and services -- Managing marketing channels and supply chains -- Retailing -- Integrating marketing communications and direct marketing -- Advertising, sales promotion, and public relations -- Personal selling and sales management -- Part 5: Managing the marketing process: Pulling it all together: the strategic marketing process -- Using social media to connect with consumers.
9780070878693
HF5415.M293(9e)