Marketing Principles and Best PracticesFifteen 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. |
Contents
Honda and the Art of Tailoring the Marketing Mix | 2 |
Marketing as an Exchange Process | 10 |
Chapter Summary | 31 |
Copyright | |
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accessed advertising behavior Best Practices brand business market buyers buying channel members chapter competitive competitors components concept Concept2 consumers costs create customer needs customer satisfaction decision distribution economic efforts employees environmental forces ethical example Figure firm firm's focus global groups Honda Honda Element identify impact important increase industry 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 channel marketing communications Marketing Ethics marketing mix marketing plan marketing strategy merchandise million needs and wants offer organization organizational packaging personal selling potential Procter & Gamble profit programs purchase relationship relationship marketing responsibility retailers role sales force salespeople salesperson specific Starbucks success sumers suppliers target market tion tomers trade U.S. Census Bureau University Wal-Mart wholesalers Xtra