MARC details
| 000 -LEADER |
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| fixed length control field |
19855cam a2200529 a 4500 |
| 001 - CONTROL NUMBER |
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| control field |
693750967 |
| 003 - CONTROL NUMBER IDENTIFIER |
|---|
| control field |
OCoLC |
| 005 - DATE AND TIME OF LATEST TRANSACTION |
|---|
| control field |
20181218090454.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
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| fixed length control field |
101216s2012 maua b 001 0 eng |
| 010 ## - LIBRARY OF CONGRESS CONTROL NUMBER |
|---|
| LC control number |
2010052017 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
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| International Standard Book Number |
9780132167123 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| International Standard Book Number |
0132167123 |
| 035 ## - SYSTEM CONTROL NUMBER |
|---|
| System control number |
.b70072863 |
| 040 ## - CATALOGING SOURCE |
|---|
| Original cataloging agency |
DLC |
| Transcribing agency |
DLC |
| Modifying agency |
YDX |
| -- |
YDXCP |
| -- |
BWX |
| -- |
INU |
| -- |
UtOrBLW |
| 049 ## - LOCAL HOLDINGS (OCLC) |
|---|
| Holding library |
OSUU |
| 050 00 - LIBRARY OF CONGRESS CALL NUMBER |
|---|
| Classification number |
HF5415 |
| Item number |
.K636 2012 |
| 050 00 - LIBRARY OF CONGRESS CALL NUMBER |
|---|
| Classification number |
HF5415 |
| Item number |
.K636 2012 |
| 082 00 - DEWEY DECIMAL CLASSIFICATION NUMBER |
|---|
| Classification number |
658.8 |
| Edition number |
22 |
| 100 1# - MAIN ENTRY--PERSONAL NAME |
|---|
| Personal name |
Kotler, Philip |
| 245 10 - TITLE STATEMENT |
|---|
| Title |
Principles of marketing / |
| Statement of responsibility, etc |
Philip Kotler, Gary Armstrong |
| 250 ## - EDITION STATEMENT |
|---|
| Edition statement |
14th ed |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) |
|---|
| Place of publication, distribution, etc |
Boston : |
| Name of publisher, distributor, etc |
Pearson Prentice Hall, |
| Date of publication, distribution, etc |
2012 |
| 300 ## - PHYSICAL DESCRIPTION |
|---|
| Extent |
xxiv, 613, [97] p. : |
| Other physical details |
col. ill. ; |
| Dimensions |
29 cm |
| 504 ## - BIBLIOGRAPHY, ETC. NOTE |
|---|
| Bibliography, etc |
Includes bibliographical references. |
| 505 00 - FORMATTED CONTENTS NOTE |
|---|
| Miscellaneous information |
Machine generated contents note: |
| -- |
pt. 1 |
| Title |
Defining Marketing and the Marketing Process -- |
| Miscellaneous information |
1. |
| Title |
Marketing: Creating and Capturing Customer Value -- |
| -- |
What Is Marketing? -- |
| -- |
Marketing Defined -- |
| -- |
The Marketing Process -- |
| -- |
Understanding the Marketplace and Customer Needs -- |
| -- |
Customer Needs, Wants, and Demands -- |
| -- |
Market Offerings -- Products, Services, and Experiences -- |
| -- |
Customer Value and Satisfaction -- |
| -- |
Exchanges and Relationships -- |
| -- |
Markets -- |
| -- |
Designing a Customer-Driven Marketing Strategy -- |
| -- |
Selecting Customers to Serve -- |
| -- |
Choosing a Value Proposition -- |
| -- |
Marketing Management Orientations -- |
| -- |
Preparing an Integrated Marketing Plan and Program -- |
| -- |
Building Customer Relationships -- |
| -- |
Customer Relationship Management -- |
| -- |
The Changing Nature of Customer Relationships -- |
| -- |
Partner Relationship Management -- |
| -- |
Capturing Value from Customers -- |
| -- |
Creating Customer Loyalty and Retention -- |
| -- |
Growing Share of Customer -- |
| -- |
Building Customer Equity -- |
| -- |
The Changing Marketing Landscape -- |
| -- |
The Uncertain Economic Environment |
| 505 00 - FORMATTED CONTENTS NOTE |
|---|
| Title |
The Digital Age -- |
| -- |
Rapid Globalization -- |
| -- |
Sustainable Marketing -- The Call for More Social Responsibility -- |
| -- |
The Growth of Not-for-Profit Marketing -- |
| -- |
So, What Is Marketing? Pulling It All Together -- |
| -- |
Reviewing Objectives and Key Terms -- |
| -- |
Key Terms -- |
| -- |
Discussing & Applying the Concepts -- |
| -- |
Focus on Technology -- |
| -- |
Focus on Ethics -- |
| -- |
Marketing & the Economy -- |
| -- |
Marketing by the Numbers -- |
| -- |
Video Case: Stew Leonard's -- |
| -- |
Company Case: JetBlue: Delighting Customers Through Happy Jetting -- |
| Miscellaneous information |
2. |
| Title |
Company and Marketing Strategy: Partnering to Build Customer Relationships -- |
| -- |
Company-Wide Strategic Planning: Defining Marketing's Role -- |
| -- |
Defining a Market-Oriented Mission -- |
| -- |
Setting Company Objectives and Goals -- |
| -- |
Designing the Business Portfolio -- |
| -- |
Planning Marketing: Partnering to Build Customer Relationships -- |
| -- |
Partnering with Other Company Departments -- |
| -- |
Partnering with Others in the Marketing System -- |
| -- |
Marketing Strategy and the Marketing Mix -- |
| -- |
Customer-Driven Marketing Strategy -- |
| -- |
Developing an Integrated Marketing Mix -- |
| -- |
Managing the Marketing Effort |
| 505 00 - FORMATTED CONTENTS NOTE |
|---|
| Title |
Marketing Analysis -- |
| -- |
Marketing Planning -- |
| -- |
Marketing Implementation -- |
| -- |
Marketing Department Organization -- |
| -- |
Marketing Control -- |
| -- |
Measuring and Managing Return on Marketing Investment -- |
| -- |
Reviewing Objectives and Key Terms -- |
| -- |
Key Terms -- |
| -- |
Discussing & Applying the Concepts -- |
| -- |
Focus on Technology -- |
| -- |
Focus on Ethics -- |
| -- |
Marketing & the Economy -- |
| -- |
Marketing by the Numbers -- |
| -- |
Video Case: Live Nation -- |
| -- |
Company Case: Trap-Ease America: The Big Cheese of Mousetraps -- |
| Miscellaneous information |
pt. 2 |
| Title |
Understanding the Marketplace and Consumers -- |
| Miscellaneous information |
3. |
| Title |
Analyzing the Marketing Environment -- |
| -- |
The Microenvironment -- |
| -- |
The Company -- |
| -- |
Suppliers -- |
| -- |
Marketing Intermediaries -- |
| -- |
Competitors -- |
| -- |
Publics -- |
| -- |
Customers -- |
| -- |
The Macroenvironment -- |
| -- |
The Demographic Environment -- |
| -- |
The Economic Environment -- |
| -- |
The Natural Environment -- |
| -- |
The Technological Environment -- |
| -- |
The Political and Social Environment -- |
| -- |
The Cultural Environment -- |
| -- |
Responding to the Marketing Environment -- |
| -- |
Reviewing Objectives and Key Terms -- |
| -- |
Key Terms -- |
| -- |
Discussing & Applying the Concepts -- |
| -- |
Focus on Technology |
| 505 00 - FORMATTED CONTENTS NOTE |
|---|
| Title |
Focus on Ethics -- |
| -- |
Marketing & the Economy -- |
| -- |
Marketing by the Numbers -- |
| -- |
Video Case: TOMS Shoes -- |
| -- |
Company Case: Target: From "Expect More" to "Pay Less" -- |
| Miscellaneous information |
4. |
| Title |
Managing Marketing Information to Gain Customer Insights -- |
| -- |
Marketing Information and Customer Insights -- |
| -- |
Assessing Marketing Information Needs -- |
| -- |
Developing Marketing Information -- |
| -- |
Internal Data -- |
| -- |
Competitive Marketing Intelligence -- |
| -- |
Marketing Research -- |
| -- |
Defining the Problem and Research Objectives -- |
| -- |
Developing the Research Plan -- |
| -- |
Gathering Secondary Data -- |
| -- |
Primary Data Collection -- |
| -- |
Implementing the Research Plan -- |
| -- |
Interpreting and Reporting the Findings -- |
| -- |
Analyzing and Using Marketing Information -- |
| -- |
Customer Relationship Management -- |
| -- |
Distributing and Using Marketing Information -- |
| -- |
Other Marketing Information Considerations -- |
| -- |
Marketing Research in Small Businesses and Nonprofit Organizations -- |
| -- |
International Marketing Research -- |
| -- |
Public Policy and Ethics in Marketing Research -- |
| -- |
Reviewing Objectives and Key Terms -- |
| -- |
Key Terms -- |
| -- |
Discussing & Applying the Concepts |
| 505 00 - FORMATTED CONTENTS NOTE |
|---|
| Title |
Focus on Technology -- |
| -- |
Focus on Ethics -- |
| -- |
Marketing & the Economy -- |
| -- |
Marketing by the Numbers -- |
| -- |
Video Case: Radian6 -- |
| -- |
Company Case: Harrah's Entertainment: Hitting the CRM Jackpot -- |
| Miscellaneous information |
5. |
| Title |
Consumer Markets and Consumer Buyer Behavior -- |
| -- |
Model of Consumer Behavior -- |
| -- |
Characteristics Affecting Consumer Behavior -- |
| -- |
Cultural Factors -- |
| -- |
Social Factors -- |
| -- |
Personal Factors -- |
| -- |
Psychological Factors -- |
| -- |
Types of Buying Decision Behavior -- |
| -- |
Complex Buying Behavior -- |
| -- |
Dissonance-Reducing Buying Behavior -- |
| -- |
Habitual Buying Behavior -- |
| -- |
Variety-Seeking Buying Behavior -- |
| -- |
The Buyer Decision Process -- |
| -- |
Need Recognition -- |
| -- |
Information Search -- |
| -- |
Evaluation of Alternatives -- |
| -- |
Purchase Decision -- |
| -- |
Postpurchase Behavior -- |
| -- |
The Buyer Decision Process for New Products -- |
| -- |
Stages in the Adoption Process -- |
| -- |
Individual Differences in Innovativeness -- |
| -- |
Influence of Product Characteristics on Rate of Adoption -- |
| -- |
Reviewing Objectives and Key Terms -- |
| -- |
Key Terms -- |
| -- |
Discussing & Applying the Concepts -- |
| -- |
Focus on Technology -- |
| -- |
Focus on Ethics -- |
| -- |
Marketing & the Economy -- |
| -- |
Marketing by the Numbers -- |
| -- |
Video Case: Radian6 -- |
| -- |
Company Case: Porsche: Guarding the Old While Bringing in the New |
| 505 00 - FORMATTED CONTENTS NOTE |
|---|
| Miscellaneous information |
6. |
| Title |
Business Markets and Business Buyer Behavior -- |
| -- |
Business Markets -- |
| -- |
Market Structure and Demand -- |
| -- |
Nature of the Buying Unit -- |
| -- |
Types of Decisions and the Decision Process -- |
| -- |
Business Buyer Behavior -- |
| -- |
Major Type of Buying Situations -- |
| -- |
Participants in the Business Buying Process -- |
| -- |
Major Influences on Business Buyers -- |
| -- |
The Business Buying Process -- |
| -- |
E-Procurement: Buying on the Internet -- |
| -- |
Institutional and Government Markets -- |
| -- |
Institutional Markets -- |
| -- |
Government Markets -- |
| -- |
Reviewing Objectives and Key Terms -- |
| -- |
Key Terms -- |
| -- |
Discussing & Applying the Concepts -- |
| -- |
Focus on Technology -- |
| -- |
Focus on Ethics -- |
| -- |
Marketing & the Economy -- |
| -- |
Marketing by the Numbers -- |
| -- |
Video Case: Eaton -- |
| -- |
Company Case: Cisco Systems: Solving Business Problems Through Collaboration -- |
| Miscellaneous information |
pt. 3 |
| Title |
Designing a Customer-Driven Strategy and Mix -- |
| Miscellaneous information |
7. |
| Title |
Customer-Driven Marketing Strategy: Creating Value for Target Customers -- |
| -- |
Market Segmentation -- |
| -- |
Segmenting Consumer Markets -- |
| -- |
Segmenting Business Markets -- |
| -- |
Segmenting International Markets -- |
| -- |
Requirements for Effective Segmentation -- |
| -- |
Market Targeting -- |
| -- |
Evaluating Market Segments -- |
| -- |
Selecting Target Market Segments -- |
| -- |
Differentiation and Positioning |
| 505 00 - FORMATTED CONTENTS NOTE |
|---|
| Title |
Positioning Maps -- |
| -- |
Choosing a Differentiation and Positioning Strategy -- |
| -- |
Communicating and Delivering the Chosen Position -- |
| -- |
Reviewing Objectives and Key Terms -- |
| -- |
Key Terms -- |
| -- |
Discussing & Applying the Concepts -- |
| -- |
Focus on Technology -- |
| -- |
Focus on Ethics -- |
| -- |
Marketing & the Economy -- |
| -- |
Marketing by the Numbers -- |
| -- |
Video Case: Meredith -- |
| -- |
Company Case: Starbucks: Just Who Is the Starbucks Customer? -- |
| Miscellaneous information |
8. |
| Title |
Products, Services, and Brands: Building Customer Value -- |
| -- |
What Is a Product? -- |
| -- |
Products, Services, and Experiences -- |
| -- |
Levels of Product and Services -- |
| -- |
Product and Service Classifications -- |
| -- |
Product and Service Decisions -- |
| -- |
Individual Product and Service Decisions -- |
| -- |
Product Line Decisions -- |
| -- |
Product Mix Decisions -- |
| -- |
Services Marketing -- |
| -- |
The Nature and Characteristics of a Service -- |
| -- |
Marketing Strategies for Service Firms -- |
| -- |
Branding Strategy: Building Strong Brands -- |
| -- |
Brand Equity -- |
| -- |
Building Strong Brands -- |
| -- |
Managing Brands -- |
| -- |
Reviewing Objectives and Key Terms -- |
| -- |
Key Terms -- |
| -- |
Discussing & Applying the Concepts -- |
| -- |
Focus on Technology -- |
| -- |
Focus on Ethics |
| 505 00 - FORMATTED CONTENTS NOTE |
|---|
| Title |
Marketing & the Economy -- |
| -- |
Marketing by the Numbers -- |
| -- |
Video Case: General Mills -- GoGurt -- |
| -- |
Company Case: Las Vegas: What's Not Happening in Vegas -- |
| Miscellaneous information |
9. |
| Title |
New Product Development and Product Life-Cycle Strategies -- |
| -- |
New-Product Development Strategy -- |
| -- |
The New-Product Development Process -- |
| -- |
Idea Generation -- |
| -- |
Idea Screening -- |
| -- |
Concept Development and Testing -- |
| -- |
Marketing Strategy Development -- |
| -- |
Business Analysis -- |
| -- |
Product Development -- |
| -- |
Test Marketing -- |
| -- |
Commercialization -- |
| -- |
Managing New-Product Development -- |
| -- |
Customer-Centered New-Product Development -- |
| -- |
Team-Based New-Product Development -- |
| -- |
Systematic New-Product Development -- |
| -- |
New-Product Development in Turbulent Times -- |
| -- |
Product Life-Cycle Strategies -- |
| -- |
Introduction Stage -- |
| -- |
Growth Stage -- |
| -- |
Maturity Stage -- |
| -- |
Decline Stage -- |
| -- |
Additional Product and Service Considerations -- |
| -- |
Product Decisions and Social Responsibility -- |
| -- |
International Product and Services Marketing -- |
| -- |
Reviewing Objectives and Key Terms -- |
| -- |
Key Terms -- |
| -- |
Discussing & Applying the Concepts -- |
| -- |
Focus on Technology -- |
| -- |
Focus on Ethics |
| 505 00 - FORMATTED CONTENTS NOTE |
|---|
| Title |
Marketing & the Economy -- |
| -- |
Marketing by the Numbers -- |
| -- |
Video Case: General Mills -- FiberOne -- |
| -- |
Company Case: Samsung: From Gallop to Run -- |
| Miscellaneous information |
10. |
| Title |
Pricing: Understanding and Capturing Customer Value -- |
| -- |
What Is a Price? -- |
| -- |
Major Pricing Strategies -- |
| -- |
Customer Value-Based Pricing -- |
| -- |
Cost-Based Pricing -- |
| -- |
Competition-Based Pricing -- |
| -- |
Other Internal and External Considerations Affecting Price Decisions -- |
| -- |
Overall Marketing Strategy, Objectives, and Mix -- |
| -- |
Organizational Considerations -- |
| -- |
The Market and Demand -- |
| -- |
The Economy -- |
| -- |
Other External Factors -- |
| -- |
Reviewing Objectives and Key Terms -- |
| -- |
Key Terms -- |
| -- |
Discussing & Applying the Concepts -- |
| -- |
Focus on Technology -- |
| -- |
Focus on Ethics -- |
| -- |
Marketing & the Economy -- |
| -- |
Marketing by the Numbers -- |
| -- |
Video Case: IKEA |
| 505 00 - FORMATTED CONTENTS NOTE |
|---|
| Formatted contents note |
Note continued: |
| Title |
Company Case: Southwest Airlines: Balancing the Price-Value Equation -- |
| Miscellaneous information |
11. |
| Title |
Pricing Strategies -- |
| -- |
New-Product Pricing Strategies -- |
| -- |
Market-Skimming Pricing -- |
| -- |
Market-Penetration Pricing -- |
| -- |
Product Mix Pricing Strategies -- |
| -- |
Product Line Pricing -- |
| -- |
Optional Product Pricing -- |
| -- |
Captive Product Pricing -- |
| -- |
By-Product Pricing -- |
| -- |
Product Bundle Pricing -- |
| -- |
Price Adjustment Strategies -- |
| -- |
Discount and Allowance Pricing -- |
| -- |
Segmented Pricing -- |
| -- |
Psychological Pricing -- |
| -- |
Promotional Pricing -- |
| -- |
Geographical Pricing -- |
| -- |
Dynamic Pricing -- |
| -- |
International Pricing -- |
| -- |
Price Changes -- |
| -- |
Initiating Price Changes -- |
| -- |
Responding to Price Changes -- |
| -- |
Public Policy and Marketing -- |
| -- |
Pricing within Channel Levels -- |
| -- |
Pricing Across Channel Levels -- |
| -- |
Reviewing Objectives and Key Terms -- |
| -- |
Key Terms -- |
| -- |
Discussing & Applying the Concepts -- |
| -- |
Focus on Technology -- |
| -- |
Focus on Ethics -- |
| -- |
Marketing & the Economy -- |
| -- |
Marketing by the Numbers -- |
| -- |
Video Case: Smashburger -- |
| -- |
Company Case: Payless ShoeSource: Paying Less for Fashion |
| 505 00 - FORMATTED CONTENTS NOTE |
|---|
| Miscellaneous information |
12. |
| Title |
Marketing Channels: Delivering Customer Value -- |
| -- |
Supply Chains and the Value Delivery Network -- |
| -- |
The Nature and Importance of Marketing Channels -- |
| -- |
How Channel Members Add Value -- |
| -- |
Number of Channel Levels -- |
| -- |
Channel Behavior and Organization -- |
| -- |
Channel Behavior -- |
| -- |
Vertical Marketing Systems -- |
| -- |
Horizontal Marketing Systems -- |
| -- |
Multichannel Distribution Systems -- |
| -- |
Changing Channel Organization -- |
| -- |
Channel Design Decisions -- |
| -- |
Analyzing Consumer Needs -- |
| -- |
Setting Channel Objectives -- |
| -- |
Identifying Major Alternatives -- |
| -- |
Evaluating the Major Alternatives -- |
| -- |
Designing International Distribution Channels -- |
| -- |
Channel Management Decisions -- |
| -- |
Selecting Channel Members -- |
| -- |
Managing and Motivating Channel Members -- |
| -- |
Evaluating Channel Members -- |
| -- |
Public Policy and Distribution Decisions -- |
| -- |
Marketing Logistics and Supply Chain Management -- |
| -- |
Nature and Importance of Marketing Logistics -- |
| -- |
Goals of the Logistics System -- |
| -- |
Major Logistics Functions -- |
| -- |
Integrated Logistics Management -- |
| -- |
Reviewing Objectives and Key Terms -- |
| -- |
Key Terms -- |
| -- |
Discussing & Applying the Concepts -- |
| -- |
Focus on Technology |
| 505 00 - FORMATTED CONTENTS NOTE |
|---|
| Title |
Focus on Ethics -- |
| -- |
Marketing & the Economy -- |
| -- |
Marketing by the Numbers -- |
| -- |
Video Case: Progressive -- |
| -- |
Company Case: Netflix: Disintermediator or Disintermediated? -- |
| Miscellaneous information |
13. |
| Title |
Retailing and Wholesaling -- |
| -- |
Retailing -- |
| -- |
Types of Retailers -- |
| -- |
Retailer Marketing Decisions -- |
| -- |
Retailing Trends and Developments -- |
| -- |
Wholesaling -- |
| -- |
Types of Wholesalers -- |
| -- |
Wholesaler Marketing Decisions -- |
| -- |
Trends in Wholesaling -- |
| -- |
Reviewing Objectives and Key Terms -- |
| -- |
Key Terms -- |
| -- |
Discussing & Applying the Concepts -- |
| -- |
Focus on Technology -- |
| -- |
Focus on Ethics -- |
| -- |
Marketing & the Economy -- |
| -- |
Marketing by the Numbers -- |
| -- |
Video Case: Zappos.com -- |
| -- |
Company Case: Tesco Fresh & Easy: Another British Invasion -- |
| Miscellaneous information |
14. |
| Title |
Communicating Customer Value: Integrated Marketing Communications Strategy -- |
| -- |
The Promotion Mix -- |
| -- |
Integrated Marketing Communications -- |
| -- |
The New Marketing Communications Model -- |
| -- |
The Need for Integrated Marketing Communications -- |
| -- |
A View of the Communication Process -- |
| -- |
Steps in Developing Effective Marketing Communication |
| 505 00 - FORMATTED CONTENTS NOTE |
|---|
| Title |
Identifying the Target Audience -- |
| -- |
Determining the Communication Objectives -- |
| -- |
Designing a Message -- |
| -- |
Choosing Media -- |
| -- |
Selecting the Message Source -- |
| -- |
Collecting Feedback -- |
| -- |
Setting the Total Promotion Budget and Mix -- |
| -- |
Setting the Total Promotion Budget -- |
| -- |
Shaping the Overall Promotion Mix -- |
| -- |
Integrating the Promotion Mix -- |
| -- |
Socially Responsible Marketing Communication -- |
| -- |
Advertising and Sales Promotion -- |
| -- |
Personal Selling -- |
| -- |
Reviewing Objectives and Key Terms -- |
| -- |
Key Terms -- |
| -- |
Discussing & Applying the Concepts -- |
| -- |
Focus on Technology -- |
| -- |
Focus on Ethics -- |
| -- |
Marketing & the Economy -- |
| -- |
Marketing by the Numbers -- |
| -- |
Video Case: CP + B -- |
| -- |
Company Case: Pepsi: Can a Soda Really Make the World a Better Place? -- |
| Miscellaneous information |
15. |
| Title |
Advertising and Public Relations -- |
| -- |
Advertising -- |
| -- |
Setting Advertising Objectives -- |
| -- |
Setting the Advertising Budget -- |
| -- |
Developing Advertising Strategy -- |
| -- |
Evaluating Advertising Effectiveness and the Return on Advertising Investment -- |
| -- |
Other Advertising Considerations -- |
| -- |
Public Relations |
| 505 00 - FORMATTED CONTENTS NOTE |
|---|
| Title |
The Role and Impact of PR -- |
| -- |
Major Public Relations Tools -- |
| -- |
Reviewing Objectives and Key Terms -- |
| -- |
Key Terms -- |
| -- |
Discussing & Applying the Concepts -- |
| -- |
Focus on Technology -- |
| -- |
Focus on Ethics -- |
| -- |
Marketing & the Economy -- |
| -- |
Marketing by the Numbers -- |
| -- |
Video Case: E*TRADE -- |
| -- |
Company Case: OgilvyOne: It's Not Creative Unless It Sells -- |
| Miscellaneous information |
16. |
| Title |
Personal Selling and Sales Promotion -- |
| -- |
Personal Selling -- |
| -- |
The Nature of Personal Selling -- |
| -- |
The Role of the Sales Force -- |
| -- |
Managing the Sales Force -- |
| -- |
Designing the Sales Force Strategy and Structure -- |
| -- |
Recruiting and Selecting Salespeople -- |
| -- |
Training Salespeople -- |
| -- |
Compensating Salespeople -- |
| -- |
Supervising and Motivating Salespeople -- |
| -- |
Evaluating Salespeople and Sales Force Performance -- |
| -- |
The Personal Selling Process -- |
| -- |
Steps in the Selling Process -- |
| -- |
Personal Selling and Managing Customer Relationships -- |
| -- |
Sales Promotion -- |
| -- |
The Rapid Growth of Sales Promotion -- |
| -- |
Sales Promotion Objectives -- |
| -- |
Major Sales Promotion Tools -- |
| -- |
Developing the Sales Promotion Program |
| 505 00 - FORMATTED CONTENTS NOTE |
|---|
| Title |
Reviewing Objectives and Key Terms -- |
| -- |
Key Terms -- |
| -- |
Discussing & Applying the Concepts -- |
| -- |
Focus on Technology -- |
| -- |
Focus on Ethics -- |
| -- |
Marketing & the Economy -- |
| -- |
Marketing by the Numbers -- |
| -- |
Video Case: Nestle Waters -- |
| -- |
Company Case: HP: Overhauling a Vast Corporate Sales Force -- |
| Miscellaneous information |
17. |
| Title |
Direct and Online Marketing: Building Direct Customer Relationships -- |
| -- |
The New Direct Marketing Model -- |
| -- |
Growth and Benefits of Direct Marketing -- |
| -- |
Benefits to Buyers -- |
| -- |
Benefits to Sellers -- |
| -- |
Customer Databases and Direct Marketing -- |
| -- |
Forms of Direct Marketing -- |
| -- |
Direct-Mail Marketing -- |
| -- |
Catalog Marketing -- |
| -- |
Telephone Marketing -- |
| -- |
Direct-Response Television Marketing -- |
| -- |
Kiosk Marketing -- |
| -- |
New Digital Direct Marketing Technologies -- |
| -- |
Online Marketing -- |
| -- |
Marketing and the Internet -- |
| -- |
Online Marketing Domains -- |
| -- |
Setting Up an Online Marketing Presence -- |
| -- |
Public Policy Issues in Direct Marketing -- |
| -- |
Irritation, Unfairness, Deception, and Fraud -- |
| -- |
Invasion of Privacy -- |
| -- |
A Need for Action -- |
| -- |
Reviewing Objectives and Key Terms |
| 505 00 - FORMATTED CONTENTS NOTE |
|---|
| Title |
Key Terms -- |
| -- |
Discussing & Applying the Concepts -- |
| -- |
Focus on Technology -- |
| -- |
Focus on Ethics -- |
| -- |
Marketing & the Economy -- |
| -- |
Marketing by the Numbers -- |
| -- |
Video Case: Zappos.com -- |
| -- |
Company Case: EBay: Fixing an Online Marketing Pioneer -- |
| Miscellaneous information |
pt. 4 |
| Title |
Extending Marketing -- |
| Miscellaneous information |
18. |
| Title |
Creating Competitive Advantage -- |
| -- |
Competitor Analysis -- |
| -- |
Identifying Competitors -- |
| -- |
Assessing Competitors -- |
| -- |
Selecting Competitors to Attack and Avoid -- |
| -- |
Designing a Competitive Intelligence System -- |
| -- |
Competitive Strategies -- |
| -- |
Approaches to Marketing Strategy -- |
| -- |
Basic Competitive Strategies -- |
| -- |
Competitive Positions -- |
| -- |
Market Leader Strategies -- |
| -- |
Market Challenger Strategies -- |
| -- |
Market Follower Strategies -- |
| -- |
Market Nicher Strategies -- |
| -- |
Balancing Customer and Competitor Orientations -- |
| -- |
Reviewing Objectives and Key Terms -- |
| -- |
Key Terms -- |
| -- |
Discussing & Applying the Concepts -- |
| -- |
Focus on Technology -- |
| -- |
Focus on Ethics -- |
| -- |
Marketing & the Economy -- |
| -- |
Marketing by the Numbers -- |
| -- |
Video Case: Umpqua Bank -- |
| -- |
Company Case: Ford: Resurrecting an Iconic Company |
| 505 00 - FORMATTED CONTENTS NOTE |
|---|
| Miscellaneous information |
19. |
| Title |
The Global Marketplace -- |
| -- |
Global Marketing Today -- |
| -- |
Looking at the Global Marketing Environment -- |
| -- |
The International Trade System -- |
| -- |
Economic Environment -- |
| -- |
Political-Legal Environment -- |
| -- |
Cultural Environment -- |
| -- |
Deciding Whether to Go Global -- |
| -- |
Deciding Which Markets to Enter -- |
| -- |
Deciding How to Enter the Market -- |
| -- |
Exporting -- |
| -- |
Joint Venturing -- |
| -- |
Direct Investment -- |
| -- |
Deciding on the Global Marketing Program -- |
| -- |
Product -- |
| -- |
Promotion -- |
| -- |
Price -- |
| -- |
Distribution Channels -- |
| -- |
Deciding on the Global Marketing Organization -- |
| -- |
Reviewing Objectives and Key Terms -- |
| -- |
Key Terms -- |
| -- |
Discussing & Applying the Concepts -- |
| -- |
Focus on Technology -- |
| -- |
Focus on Ethics -- |
| -- |
Marketing & the Economy -- |
| -- |
Marketing by the Numbers -- |
| -- |
Video Case: Monster -- |
| -- |
Company Case: Nokia: Envisioning a Connected World -- |
| Miscellaneous information |
20. |
| Title |
Sustainable Marketing: Social Responsibility and Ethics -- |
| -- |
Sustainable Marketing -- |
| -- |
Social Criticisms of Marketing -- |
| -- |
Marketing's Impact on Individual Consumers -- |
| -- |
Marketing's Impact on Society as a Whole |
| 505 00 - FORMATTED CONTENTS NOTE |
|---|
| Title |
Marketing's Impact on Other Businesses -- |
| -- |
Consumer Actions to Promote Sustainable Marketing -- |
| -- |
Consumerism -- |
| -- |
Environmentalism -- |
| -- |
Public Actions to Regulate Marketing -- |
| -- |
Business Actions Toward Sustainable Marketing -- |
| -- |
Sustainable Marketing Principles -- |
| -- |
Marketing Ethics -- |
| -- |
The Sustainable Company -- |
| -- |
Reviewing Objectives and Key Terms -- |
| -- |
Key Terms -- |
| -- |
Discussing & Applying the Concepts -- |
| -- |
Focus on Technology -- |
| -- |
Focus on Ethics -- |
| -- |
Marketing & the Economy -- |
| -- |
Marketing by the Numbers -- |
| -- |
Video Case: Land Rover -- |
| -- |
Company Case: International Paper: Combining Industry and Social Responsibility |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Marketing |
| 700 1# - ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
Armstrong, Gary |
| Fuller form of name |
(Gary M.) |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
|---|
| Source of classification or shelving scheme |
Dewey Decimal Classification |
| Item type |
Books |
